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1、 General research on Incase Designs2011/3/111. Overview1.1 Company informationIncase Designs is a manufacturer of iPod, laptop and guitar cases, which was founded in 1997 by four longtime friends. Incase have been the product of choice for Apple at their point of sale online and retail for over a de
2、cade.The ownership structure of the company is comprised of five people including Tony Held, Erik Wahlstrom, Joe Tan, Bobby Chang, and Damon Way. Joe and Bobby founded the company in 1997, applying their combined design experience from companies like Apple, Nike, and IDEO, into the foundation of wha
3、t makes up Incase today, a company driven by a premium design ethos that is never compromised. The brands mantra and filter is “A better experience through good design.” Incases headquarters is in 15751 Tapia Street Irwindale, CA 91706 United States 1.2 People1.21 Bobby Chang, co-founder of Incase,
4、co-founder of BackNine Studios with Steven Soderbergh on the board, and former advisor to Nikes Global Brand and Image Group.1) General informationBobby Chang trained as an industrial designer at the Art Center College of Design in Pasadena, where he specialized in product design. He worked with Nik
5、es brand/image group before co-founding Incase, a global brand which creates lifestyle products for consumer electronics, including notable products such as the Apple iPod, iPhone, ipad and Macbook. The continued success of Incase has allowed him to redirect his creative focus toward creating a para
6、digm shift in philanthropy, and in doing so, help provide charities and NGOs with the tools to make a positive change. Chang is developing programs for global organizations such as American Red Cross, UNICEF and Invisible Children, as well as creating an incubation studio for mentoring designers to
7、produce humanitarian related projects. His strategies have helped designers work on projects driven by passion rather than revenue, resulting in multiple products and programs being injected into charities and NGOs around the world. His extensive experience in developing and operating successful com
8、panies and programs will be a key factor in the growth and success of his new ventures ALMA Studio, HEAL Together and Back 9 Studios.Bobby Chang, believes that creativity can change the planet. So he recently established numerous programs, including HEAL Together, which provides charities with desig
9、n and marketing resourcesIn recent years, Bobby has played an active role in helping to develop indigenous enterprises in Africa, as well as working on a range of other philanthropic activities.Now that Incase has become a global brand, Chang will transition into advisory role. This allows him the f
10、lexibility to pursue other ventures, such as BackNine Studios and the mentoring of emerging designers. Changs experience in the product design space and his keen eye for talent will be invaluable to the BackNine Studios venture.2) Reference Video- Bobby Chang: Think differently, take the risk and ch
11、ange the world.- March 28, 2010Keywords: Think differently, 70 people in 2010, sold 1 billion cases- Bobby Chang from Incase on Socially Responsible Businesses - August 31st, 2010Keywords: Having a dream; collaborate; Made in China; Creative; Focus1.22 Dave Gatto, CEO1) Reference article-Incase Name
12、s Dave Gatto Chief Executive Officer - ByTransworld Mon, Aug 10 2009 Incase announced today that it has appointed Dave Gatto as chief executive officer. Gatto has former experience as president and CEO of Reef Holdings and president of VFs Outdoor Coalition, overseeing brands such as The North Face,
13、 Vans, Reef and JanSport, according to the press release. The rest of the details can be found below:“Irwindale, Calif. August 10, 2009 Incase announced today that Dave Gatto has been appointed chief executive officer (CEO). Gatto comes to Incase with proven experience in leading and developing high
14、 growth consumer products companies and will oversee Incases continuing strategic expansion. In this role, he will focus on capturing and capitalizing on growth opportunities while spearheading the development of and investment in organizational resources. Gatto steps into the role of CEO following
15、Erik Walhstrom, one of the companys founders, who continues to serve at Incase in an active capacity as executive vice president of sales and business development.The addition of Dave Gatto as CEO solidifies the foundational leadership necessary to take hold of the growth opportunities facing Incase
16、 as it continues to develop financial, operational and global resources to support its core customers and company culture.“With his proven background and experience in successfully growing lifestyle brands, Dave is the ideal complement to the core competencies of the companys founders and existing m
17、anagement team,” stated Wahlstrom. “I am confident that Daves inspiring approach to business and life, proven skill set and leadership will bring us to our vision of being a globally recognized brand that represents design simplicity and innovation at the convergence of lifestyle and technology.”Gat
18、to brings with him extensive experience in maximizing potential within high growth businesses across the consumer products realm. In his time as president and CEO of Reef Holdings, Gatto led the brands international expansion strategy and facilitated the footwear companys product line growth and ext
19、ension into apparel. Gattos achievements proved instrumental in VF Corporations acquisition of Reef, where he later served as president of the companys Outdoor Coalition. Overseeing brands such as The North Face, Vans, Reef and JanSport, Gatto set the vision and strategy for the fastest growing segm
20、ent of VF Corporation.Joining a fast-growing company and an established team of leaders and talent, Gatto sees his role at Incase as enabling the company to realize its full potential.“Incase is a brand poised for unprecedented growth because it has been able to strike a chord with todays consumers
21、who are increasingly making technology integral to how they live, interact and experience life,” said Gatto. “As a company focused on enhancing and improving the experience consumers have with their technology, we are in an extremely relevant position that resonates in todays marketplace and I look
22、forward to leading and enabling the Incase team to realize the growth opportunities that exist for the company and the brand.”About IncaseFounded in 1997, Incase is a California-based bag and case brand that creates and delivers innovative, performance-based products with clean, contemporary design
23、for the technology, music and street culture communities. Incase is committed to designing carrying solutions that merge seamlessly with the lifestyle and needs of todays consumer. Incase: A better experience through good design.”1.23 Damon Way: Chief Brand Officer, share-holder1) Reference article-
24、 Transworld Business Exclusive Interview With Damon Way - ByJosh Hunter Tue, May 6 2008In Early April, DC announced that the brands Co-Founder and Executive Vice President, Damon Way, would be transitioning into a role as a consultant. The very next day apress releasecame out saying that Way was tak
25、ing on the position as Chief Brand Officer for an Apple accessories company calledIncase.Transworld Businesscaught up with Way to find out why hes making the move, and what Incase is all about. Heres what Way had to say.How did you get involved with Incase?I met Tony Held co-owner on a plane ride fr
26、om S.F. to S.D. From there we started working together on a DC/Incase collaborative project that landed DC in Apple and Incase into select skateboard retailers.Have you been with the brand since it launched?No, I started working with the brand in the collaborative sense in 2002 and later became a sh
27、areholder in 2006.When did it launch?The brand was launched in 1997. I became aware of Incase around 2000 when looking for a proper notebook sleeve at the local S.F. Apple dealer, MacAdam.What is your involvement, are you an owner/partner?I am currently a shareholder and board member of the company
28、and have most recently assumed the position of chief brand officer on a full-time basis. My responsibilities are centered on the brands positioning and messaging relative to the various market channels we operate in.Recently you stepped back from day-to-day at DC and are focusing on Incase.Why did y
29、ou make that decision?DC is an amazing company, full of great people, as well as a brand that I have been with since its inception in 1993/94which in years accounts for almost half my life. I was just ready to challenge myself with something new, something that I could get involved with at an early
30、stage in its growth trajectory and really contribute to building in both size and depth.What has you excited about Incase?I would have to say that the product piece is what speaks to me the most. I admire companies that have built strong reputations on product without the need to over-market due to
31、inadequacies in this area. I view this as being very aspirational, which speaks to me on a very deep level.Whyd you decide to get involved with an accessories company that specializes in Apple products?I see a clear opportunity for the brand to be so much bigger than it currently isa brand that not
32、only holds the dominant position in Apple, but also extends into a variety of market segments that are in alignment with the progressive nature of the Apple demographicdesign, fashion, sports, music, film, and travel.What are Incases major distribution channels?Incase product is distributed globally
33、 through Apple retail, the Apple Store, and additional Apple authorized retailers. In addition to this we are currently working on a strategy to sell into specialty retail with new product line extensions that are aimed at new demographics.What are the major marketing initiatives for the brand?I don
34、t think you will see a huge spike out of the gate relative to our marketing efforts. We will take our time to tailor our message, then work to slowly seed it into the marketplace. Incase has a reputation built on product, and as a result we have to be mindful that our efforts are working toward enha
35、ncing the foundation from which product is communicated.Can you give me an idea of the companys size?That would be giving away too much.Who is Incases customer/target demographic?The Apple enthusiast.There seems to be a ton of companies going after that customer these days, what makes Incase differe
36、nt?The brand represents the convergence of the lifestyle and technology markets. We are aligned with strong demographics that exist as influencers and consumers of technology products. It is our goal to bridge that gap in terms of retail accessibility by working to create compelling product stories
37、that will be supported by Apple, boutiques, and skate shops alike.Are you still involved over at DC or totally focused on Incase now?I am still involved with DC. I have shifted my position at the company to being a consultant where I will continue to work on the kind of brand positioning projects th
38、at I have for the last eight years.Who are some of the other investors/key figures at Incase, and howd you get hooked up with the brand?The ownership structure of the company is comprised of five people including Tony Held, Erik Wahlstrom, Joe Tan, Bobby Chang, and myself. Joe and Bobby founded the
39、company in 1997, applying their combined design experience from companies like Apple, Nike, and IDEO, into the foundation of what makes up Incase today, a company driven by a premium design ethos that is never compromised. The brands mantra and filter for all that we do is “A better experience throu
40、gh good design.” This more or less sums it up.-Incase Announces Damon Way as Chief Brand Officer - ByPress Release Thu, Apr 3 2008 OFFICIAL PRESS RELEASE - Incase is excited to announce that Damon Way, investor & board member, will assume the companys Chief Brand Officer position as of April 2008. I
41、n this role he will be responsible for managing the market positioning and messaging for Incases progressive line of lifestyle and technology-oriented products.During 14 years as co-founder of DC Shoes - for which he will remain an ongoing consultant - Way has worked to create a number of programs f
42、acilitating innovative product offerings while maintaining an active role in the business and overall brand strategy. With Ways expertise, Incase will continue to expand its inventive branding initiatives and unique collaborative projects, aimed at driving brand perception while delivering the marke
43、t a better experience through good design.“I deeply admire companies that build strong reputations on product design and innovation,” Way said. “The Incase product team is exceptionally proficient at this and I am honored to be a part of it.”Founded in 1997, Incase is a California-based bag and case
44、 brand that creates and delivers premium, performance-based products with clean, contemporary design for the technology, music and street culture communities. Incase is committed to designing carrying solutions that merge seamlessly with the lifestyle and needs of todays consumer. Incase: A better e
45、xperience through good design.“Damons passion for design and subtle product-driven marketing techniques makes him one of the most forward thinking businessmen Ive ever met,” Incase CEO & President Erik Wahlstrom said. “Hes a champion of well-crafted products, making him the perfect fit for what we d
46、o.”1.24 Reference: Job post of Product DirectorIncase - San Francisco, CA 94105 Sept 20th, 2010 Founded in 1997, Incase () creates products to protect the technology that is essential to our lives. Designed to meet the needs of individuals across all interests, professions and passions, Incase produ
47、cts promote design simplicity while offering intuitive functionality and increased mobility for an enhanced user experience. Incase is driven by a passion for design and high quality craftsmanship and inspiration, ideation and implementation are the backbone of the Incase product development process
48、. Our industrial designers employ exacting design protocols that ensure our products constantly evolve to meet the needs of emerging markets and an ever-expanding variety of Apple product experiences. Utilizing advanced construction techniques and innovative materials, Incase products offer a combin
49、ation of intuitive functionality, elevated design, superior protection and ease of use. At Incase creativity and an entrepreneurial spirit are still very much part of the culture. The company has offices in Irwindale, CA, San Francisco, CA and China, with the Product Development Team based out of the San Francisco office.THE POSITIONThe P
