Zag of T&C Surf

9. Checkpoint 8: Who Loves You? Every brand is built by a community. It is part of an ecosystem in which each participant contributes and each participant benefits. Decide who makes up your community Diagram your brand’s ecosystem Decide how each participant will both contribute and benefit 8 who loves you?

13. Checkpoint 12: How Do You Spread the Word? Make sure you align all communications with your Zag. Only compete at touch points where you can win. 12 how do you spread the word? Unpack the meaning of your name, trueline, and tagline Live Like This Deploy it across a series of touch points where customers come into contact with brand Surf contests Concert sponsors Other event sponsors 8 store locations Surfboard factory Surf team Customers become true believers then brand advocates Brand advocates spread the word about your product to others

14. Checkpoint 13: How Do People Engage With You? Best practice = Common practice What are you selling and how are you selling it? What can you offer that other competitors can’t or won’t? Map your value against your competitors Which competitions can you avoid? What new things can you add? Blue ocean market Creating a new blue ocean will put you ahead in that market. = 13 how do people engage with you?

15. Checkpoint 14: What Do They Experience? Best practice = Common practice What are you selling and how are you selling it? What can you offer that other competitors can’t or won’t? Map your value against your competitors Which competitions can you avoid? What new things can you add? Blue ocean market Creating a new blue ocean will put you ahead in that market. = 14 what do they experience?