Brigadoon Weekend
Emerging issues shaping commerce and culture.
October 17, 2020
Surf Only.
SURF DEEP DIVE SIX
The biggest wave surfed this year: Maya Gabeira rode the biggest wave surfed by anyone in the 2019-20 winter season, a first for women in professional surfing.
+ New York Times
This month, a team of private wave engineers and scientists with the Scripps Institution of Oceanography and the University of Southern California Department of Aerospace and Mechanical Engineering determined the wave Gabeira rode that day was 73.5 feet, smashing her own previous record by more than five feet.
A new photo book is documenting African surf culture: Surf brand Mami Wata is hoping to shake off tired surfing stereotypes by shining a light on the sport’s cultural relevance in countries across Africa.
+ Creative Review
Welcome to "Cold Hawaii," Denmark's unlikely surf town: It might not be Pipeline, and you'll need a thick wetsuit, but trust us: This surf spot is heating up.
+ GQ
Understanding the very Canadian tradition of Great Lake surfing: Can you picture yourself sliding into a thick, rubbery wetsuit and walking down a snow-cleared path straight into a frigid, pumping, freshwater lineup?
+ Red Bull
California’s hottest surf spot is a Kelly Slater-designed artificial wave pool 100 miles inland: The WSL Surf Ranch is located 100 miles inland from the Pacific Ocean. The artificial wave pool, bordered by rows of eucalyptus and desert pine, is set amid acres of brownfields in this Central California farming town. Purists have railed against technology intruding on their soulful pursuit, but that hasn’t stopped some of the world’s top riders from gathering in Lemoore this weekend, many of them flying to Los Angeles and driving three hours north into what feels like dusty, alien terrain.
+ Los Angeles Times
Johnny Utah: You're sayin' the FBI's gonna pay me to learn to surf?
ROSS RANT
Never buy a surfboard from a surf shop owner who doesn't surf
I love to surf, but I am dreadful.
I love to be in surf shops, but I am a poser.
I would love to run a surf shop, but I would be a fraud.
I lack the knowledge, the skills, and the language to be a successful surfboard salesman.
It's not my tribe.
Developed by Seth Godin, the concept of tribe is a significant force for brands. Describing a tribe as a group of people connected to a leader or an ideal in which they have a deeper connection. Godin says, "Today, marketing is about engaging with the tribe and delivering products and services with stories that spread."
A tribe is more than a customer base.
Sure, every tribe member is a customer; not every customer truly belongs to a tribe. A richer connection happens when a service or brand generates something more unique—with identifying the group by characteristics that bind key customers together, such as a collective passion, vision, stage of life, or a desired long-term objective.
These shared attributes make these people more than just customers. They not only embrace the brand identity; to a significant extent, they help expand and define it.
For marketers, the goal is to discover the shared characteristics that define a tribe, speak to the changes and challenges that its members are experiencing, and create an insider language and mystical stories that will strengthen the tribe's bonds and stoke its passion for the brand. In turn, tribe members will help humanize messaging, evangelize products, and amplify the service.
REI is a great example. Many of their customers live and breathe the great outdoors and express this identification with an REI co-op membership. REI gives their tribe what they need to live out their passion, from gear to workshops, which inspires them to new adventures.
Best Buy CEO Hubert Joly believes his company's future will be about getting its people into homes. Joly explains the importance of this strategy: "That lets you have a real conversation. You can talk about what's possible, be human, make it real."
Best Buy has mantras like "Be a consultant, not a salesperson."
Best Buy uses phrases like: "How would you like it if," "Do you think it would help if you could," "Have you ever thought about."
For Best Buy, they want to establish long-term relationships with their customers rather than chase one-time transactions.
Best Buy is providing solutions, knows the gear, and is building a tribe.
It doesn't just want to sell your electronics.
It wants its in-home consultants to be "personal chief technology officers."
Nordstrom has long enjoyed a reputation for personal customer service and quality goods.
Nordstrom has gained credibility as a high-end destination, upper-middle-class, if not glamorous retail operator where loyal customers enjoy attentive service and liberal return policy.
Embracing technology in the rapidly changing retail shopping environment, Nordstrom sees shopping coupled with delivery innovations that will build more loyalty and serve the tribe.
This technology approach will more than offset their costs—especially if they lure e-commerce customers to brick-and-mortar locations, where they might shop more.
Nordstrom shoppers today can pick up online orders and try on items selected from its website. They can meet a stylist or get an alteration (Nordstrom is the largest employer of tailors in the country, with 1,300, and alterations encourage more store visits).
The tech-plus-touch formula helps Nordstrom move further upscale, generate more revenue, and further cement the connection between brand and tribe.
Next time you go shopping, ask yourself if the retailer has the knowledge, skills, and language to make you feel like you are a tribe member.
Three of my favorite surf shops:
Thalia Surf Shop
Pilgrim Surf + Supply
Walrus Surf Shop & Slow Food
-Marc
SURF DATA POINTS
Surfing was first described by Captain James Cook.
International Surfing Day is held annually on the third Saturday of June.
Surfer Magazine’s long ride may be over: New York Times reports, the bible of surfing and surf culture, which became part of the company that owned The National Enquirer last year, is closing after a six-decade run, its editor said.
Surfing is the official state sport of California.
In the majority of cases, a surfing injury will be caused by a board — either another surfer’s or one’s own (45% altogether). A fall from a surfboard accounts for 36% of the injuries while bumping into the ocean floor makes up for 18% of all the injuries.
Best surf cars ever according to Surfer Magazine:
+ Toyota Pickup (late 1980s – 1990s)
+ Nissan NV200 (early 2010s)
+ Toyota Van (1982 – 1990)
+ Subaru AWD Wagon (any year you want)
+ Ford Econoline Van (mid 1960s – mid 2000s)
Great Lakes drowning statistics according to the Great Lakes Surf Rescue Project:
+ 97 Great Lakes Drownings in 2020
+ 53 of those in Lake Michigan
+ 935 Great Lakes Drownings since 2010
Surfers make 53% of the shark attack victims.
The average surfer:
+ 90% Male
+ 34 years old
+ Highly educated
+ $75,000 annual income
+ Owns 4 surfboards
There are approximately 3.3 million surfers in the United States and 35 million surfers worldwide.
162 countries have surf tourism.
BRIGADOON READS
Let My People Go Surfing
+ Yvon Chouinard
The Wave: In Pursuit of the Rogues, Freaks, and Giants of the Ocean
+ Susan Casey
Surfing Photographs from the Seventies Taken by Jeff Divine
+ Scott Hulet
Saltwater Buddha: A Surfer's Quest to Find Zen on the Sea
+ Jaimal Yogis
The History of Surfing
+ Matt Warshaw
#Surf #BrigadoonWeekend
BRIGADOON WATCHES
Kelly Slater on surfing wipeouts
+ Joe Rogan Experience
Under An Arctic Sky: Behind the scenes video
+ Chris Burkard Studio
Darkside Of The Lens
+ Mickey Smith
TWEET
Equal by Nature. From 2019, female and male athletes will receive equal prize money across all WSL controlled events. #CatchThisWave
@wsl
World Surf League: World's best surfers, world's best waves.
Have a great weekend. See you next week.
-Marc
Curation and commentary by Marc A. Ross
Brigadoon is conversations and insights for a better world.
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