T H I N KG EEK brand man ual
Beh ld the ThinkGeek brand manual
Enclosed within these super-smart (and glossy) pages are the essentials for how we think of ourselves and how we want the market to see us. The overriding theme is that we are an awesome team selling awesome products to awesome people. This work included input from across the company and it lives to inspire us every day so that ThinkGeek may live long and prosper.
WHAT IS A
CHARACTERISTICS
A geek is anyone who turns their interests into passions and feels a connection to other enthusiastic fans.
Origin GERMANIC
ENGLISH
geck fool
DUTCH
gek
mad, silly
geek
late 19th cent.
The characteristics of characters
To create a world where everyone can embrace their inner geek, express their passions and connect with one another.
Vision DEFINITION
Our ambition ROLE
The ‘North Star’ Guides the big bets; inspires TIME FRAME
Future-focused; long term CHARACTERISTICS
Clear Purpose-Driven Inspirational Ambitious Relevant
Mission DEFINITION
How we will achieve it ROLE
Answers 'What? Who? How?' Guides day to day decisions; inspires TIME FRAME
Present-focused; ongoing CHARACTERISTICS
Clear Purpose-Driven Inspirational What/Who/How Relevant
ThinkGeek celebrates the geek that exists in everyone. We are obsessed with creating and sharing the most unique and authentic product experiences with our fans – connecting them to their passions, stimulating their imagination, and fueling their geek core.
**Collectibles, Gaming, Comics **Products based on fantasy and
game-oriented licenses such as MineCraft and Game of Thrones
7% of Geeks **Ahead of the curve,
the insider reference
Uber Geek
CORE CUSTOMERS
Geek Sensibility
How we will achieve it
**Enjoy knowing what others don’t
**Discovering products, humor **ThinkGeek is for people like them
Qualities
Extremely passionate and motivated Those we interact with experience our brand in a variety of different ways through their unique intellectual drivers and emotional cues. The foundation of our brand has been developed to address each and every one of these considerations.
Behavior
Will share with others, to a point; but walk away when it
gets too mainstream Favorite Gadget
1. To discover new things
Google Glass
2. To share your own thoughts and impressions
Will Wright; John Romero
3. Because the site is entertaining and fun to visit
Muse
16% of Geeks
**Gadgets Collectibles, for travel Gaming, andComics adventure,
**Cartoon Collectibles, characters Gaming, onComics apparel
**Products based on fantasy and accessories, robotics
**Pop Products culture based novelty on fantasy items and
**New and cutting edgeofproducts MineCraft and Game Thrones
**Character-driven brands such as MineCraft and Game of Thrones
computer gear, mobile and PC
game-oriented licenses such as
game-oriented licenses such as Harry Potter and Hunger Games
**Adventure-oriented licensed products such as Game of Thrones and Walking Dead
20% of Geeks ****Ahead the curve, Stayingofcurrent and connected
Digerati Geek Geek Sensibility
Love their gadgets and gear Known for
Strong passions
**Outdoors enthusiast **Urgent and immediate – heavy Twitter use
Geek Sensibility
**Want to try the latest and see
Being entertained and having fun
**Chasing endorphins
Known for
the latest
Behavior
Samsung Galaxy Note 8 Muse
Steve Jobs
Sharing their passions Favorite Gadget
Most of my friends don’t really get me Favorite Gadget
Pop Geek
the insider reference **Feeling plugged in to pop culture **Enjoy knowing what don’t help to define **others Smartphones who they are **Discovering products, humor **Heavy Pinterest and **ThinkGeek is for people Instagram users like them
iPhone 5 1. To discover new things 2. To share your own thoughts 1. To new things anddiscover impressions
2. find things youiswant to buy 3. To Because the site entertaining andsee funthe to latest visit products 3. To
Muse
1. To see the latest products
Kate Beckinsale
2. To find things you want to buy 3. To discover new things 4. Because the site is entertaining and fun to visit 5. To have a good laugh
35% of Geeks
**Novelty Collectibles, for home Gaming, and Comics office
**Spy gadgets and gaming
**Off-beat ProductsCPU based accessories on fantasyand and
**Educational products
Spy Gadgets licenses such as game-oriented MineCraft and Game of Thrones **Video game-related products
22% of Geeks
**Sci-Fi and superheroes, particularly Spiderman
**Sci-Fi such as Star Wars, Star Trek, Doctor Who
**Ahead of the curve,
**Sci-Fi, Gaming,
the insider reference
Unlikely Geek Geek Sensibility
Still searching for their inner geek
****Enjoy knowing what Independent and skeptical – no others need todon’t be cutting edge
****Discovering products, humor Willing to spend for fun novelty **and ThinkGeek is for people them **like Enthusiastic about DIY, tinkering at the hobby shop
Gadgets
Utility Geek
**Super-heroes,
Geek Sensibility
**Mainstream activities
Known for
Ambivalent about technology but willing to engage to get things done
Lot of pieces: computers, sci-fi, math, science
Like the idea of geeky products as gifts
Muse
Dr. Gregory House
**Proven hits
Qualities
Favorite Gadget
PS3
especially Spiderman
Comparisons
1. To see the latest products
Less engaged in e-commerce than other segments
2. To find things you want to buy
Favorite Gadget
3. To discover new things
Dell Laptop
4. Because the site is entertaining and fun to visit
MythBusters
Muse
1. To see the latest products 2. To find things you want to buy 3. Because the site is entertaining and fun to visit
PASSION-DRIVEN PEOPLE
BRAND DNA Brand DNA refers to the signature strengths that drive our brand DNA elements span all aspects of our company’s existence: identity, values, motivations, behaviors and benefits. Within our brand DNA lay the seeds of our differentiation. The characteristics of characters
CORE IDEA
?
EMOTIONAL BENEFITS
core emotion = connection
Feeling like I am on the cutting edge / feeling respected & valued for this; Feeling deeply connected to my passions & those like me; Feeling safe to express my 'inner geek' (geek ≠ dork)
FUNCTIONAL BENEFITS
I’m having fun while I stay ‘in the know’;
The stuff I buy gets me recognition & status among 'my people'
BRAND BENEFIT LADDERING The ThinkGeek brand fosters a deep connection from our functional attributes,
FUNCTIONAL PROOF
An ever-expanding, curated collection of uniquely
creative products connected to your favorite passions;
Hundreds of exclusive, trendsetting products developed by GeekLabs that you can’t find anywhere else;
A diverse team of people who 'get' your passion and don’t take themselves too seriously
to our functional benefits, to our emotional benefits, all the way to the core brand idea of connecting people and passions.
FUNCTIONAL NEEDS
Discovering the latest / surprising products that you didn’t know existed until now; Being entertained by the products and the persona of the brand; Buying from people who 'get it'
AT THINKGEEK, we believe that every person has a hidden power that is unleashed in the pursuit of their passions. there is magic in this, as it makes us feel alive and connected to what truly matters to us and to those who ‘get’ us.
it is with this inspiration that we defy the overlords to bring you the very best of what’s now and what’s next.
with an ever-expanding, curated collection of unique products, headlined by hundreds of mind-blowing inventions from our mad scientists at GeekLabs,
THINKGEEK INVITES YOU TO…
Positioning Line & Tagline
JOIN IN. GEEK OUT. part connection
part passion
totally awesome
BRAND MANIFESTO 1 2 3 4 5 6 7
WE BELIEVE
you should live long and prosper… and laugh.
WE BELIEVE
that pi doesn't end at 3.14.
WE BELIEVE
that it’s ok to have crushes on comic book characters.
WE BELIEVE
you never quit until you level up.
WE BELIEVE
"star wars or star trek" is a perfectly acceptable first date question.
WE BELIEVE
somebody else is totally into that too.
WE BELIEVE
that everyone is a superhero to someone.
8 9 10 11 12 13 14
WE BELIEVE
that you can "make it so".
WE BELIEVE
in doing unto others as R2-D2.
WE BELIEVE
telepathy is really cool but not reliable so we talk.
WE BELIEVE
every room should have a "ninja only" exit... in the ceiling.
WE BELIEVE
that we are not alone.
WE BELIEVE
life is more fun if you "dress the part".
WE BELIEVE
that humanity will colonize other worlds.