(C) Rob Tedesco 2011. Created for Brand Strategy course at NYU Stern School of Business.

1. Brand Strategy | Buchanan | Summer „11
Burton Snowboards
(C) 2011 ROB TEDESCO Rob Tedesco

2. Standing Sideways Since „77
(C) 2011 ROB TEDESCO

3. The Industry, and The Company
The Industry
2.5
• Size: ~$500MM industry (snowboarding Million
hardgoods and accessories) (1997)
• Growth: Riders from 2.5M in „97 to 5M in „08 5+ Million
(2008)
• Demographics: Most are male, age 18 to 24
No. of Snowboarders
The Company
• History: 1977 by Jake Burton, category “Godfather”
• Location: HQ in Burlington, VT; CA, Austria, Japan
• Market Share: 40-70%, depending on subcategory
• Subcategories:
Boards, Jackets, Pants, Gloves, Helmets, Goggles, Shoe
s, Clothing
(C) 2011 ROB TEDESCO

4. Jake Burton: Category “Godfather”
(C) 2011 ROB TEDESCO

5. So What is Burton‟s Brand Value?
Brand is: Riders are:
Authentic (“Riders like you”) Individuals
High-quality Expressive
“Original” brand in category Creative
“Big” but not “Big Brother” “Adrenaline-seeking” yet “Casual”
(C) 2011 ROB TEDESCO

6. Imagery and Brand Value
(C) 2011 ROB TEDESCO

7. Sponsored Riders
• 35 “Team Burton”
riders, sponsored by the
brand
• Use Burton equipment in
Olympics, ESPN X Games
and other competitions
• Add brand value as:
• Energizers
• Endorsers
• Product design
contributors
(C) 2011 ROB TEDESCO

8. The Tiger Woods of Snowboarding
• Shaun White
• 25 years old
• 2 Olympic Gold Medals
• 15 X-Games medals
• Endorsed by Burton
• “White Collection” at Burton
(C) 2011 ROB TEDESCO

9. Rapid Prototyping
+
Rapid Prototyping Lab Feedback from Core Users
Core User
Feedback
=
Rapid Quality
Prototyping Products
Growth in
Core Users
Value Creation Cycle
(C) 2011 ROB TEDESCO

10. Brand Architecture (Aaker)
Hardgoods Softgoods Bags
Eyewear Protective Footwear Clothing
Shadow Endorser
(C) 2011 ROB TEDESCO

11. Why “Shadow Endorse”?
“Founded in 2001, ANON's goal is to become the premiere optics brand by
offering unique optics solutions driven by fashion, lifestyle and the creative
influence of couture tastemakers.”
“Founded in 1996, R.E.D. is dedicated to the evolution of impact protection by
offering products that revolutionize the balance of style, fit and technology.
Driven by the creative influences of those pushing their personal
limits, R.E.D. is transforming tradition by inspiring riders with forward thinking
style and the latest technology.”
“Since 1998, Gravis has been creating alternative footwear and bags that
bridge the gap between action sports function and streetwear style. Working
closely with a team of professional snowboarders, surfers, musicians
and artists, Gravis develops shoes and bags that are the perfect
accessories for today‟s active lifestyle.”
“Created In 1999 as an outerwear style lab within Burton, Analog is now a
clothing company based in Irvine, California whose only goal is to create
outside the lines and push creativity and individuality in
skateboarding, surfing and TEDESCO
(C) 2011 ROB snowboarding.”

12. Why “Shadow Endorse”?
 Leverage “athlete-driven product development” process
 Maintain authenticity among riders who want to look
fashionable while pushing personal limits.
 Extend “high-quality riding equipment” brand equity to
skiing segment.
 Leverage “athlete-driven product development” process
Maintain authenticity among
skateboarders, snowboarders, surfers, musicians and artists.
 Extend “lifestyle” components of brand equity to
adjacent, “off the slopes” segments.
(C) 2011 ROB TEDESCO

13. Employees as Brand Stakeholders
• Free season pass at Vermont resorts
• Any day with 20” of snowfall is an automatic day off (Snow day)
• All dogs allowed (at office)
(C) 2011 ROB TEDESCO

14. Growth: Finding New Slopes
• Where to grow from here?
• A “House of Lifestyle/Board Brands”: Surfboards, skateboards, etc.
• International Expansion: Latin America, Australia, and China
(C) 2011 ROB TEDESCO

15. Sources
• Marquardt, Katy; “Burton Snowboards is King of the Hill,” U.S. News and World
Report, September 19, 2008
• Burton Snowboards, “Back in the Day: An In-Depth Look at the History of Snowboarding and
Burton Snowboards”; accessed on August 8, 2011 from
http://demandware.edgesuite.net/aadf_prd/on/demandware.static/Sites-Burton_US-Site/Sites-
Burton_US-Library/default/v1312553066669/pdfs/BackintheDay.pdf.
• Heine, R. Peter; “Burton snowboards: origins and spectacular growth”; Stetson
University, Journal of Case Research in Business and Economics.
(C) 2011 ROB TEDESCO