Goin' big
Subtitle: Gotcha and the evolution of modern surf style
By: by Kevin O'Sullivan
Edition: 1st ed.
Publisher: Full Force, Inc.
Published: 2008
Place of publication: Irvine, CA
Language: eng
Number of pages: 220
ISBN-13: 9780615161532
Subjects: Marketing; Sport clothes industry; Surfing; Gotcha (Firm); History
Description: Gotcha was a risk taking idea factory, a creative foundry that took gambles and broke rules. It created a blueprint that action sports brands still follow and its designs, widely considered to be a creative benchmark, are still referenced throughout the industry today. This is the inside story of how the brand rose to prominence and then fell dramatically <U+2013> a manual for the do's and don'ts of branding in the action sports market, and a must have for anyone interested in how surf culture became youth culture and how creativity is still the single most important factor in building a youth franchise.