Branding at its Finest—Cult Brand: GoPro

Thanks to GoPro, pretty much nothing is unfilmable. Just check out this video offering footage of what it’s like to fly from an eagle’s point of view, or this one for a front-row seat to an owl dance-off. It was this idea, having a camera that could quite literally go anywhere, that inspired the founder & CEO Nick Woodman while on a surfing trip around Australia and Indonesia. Strategic partnerships with key investors got the tech company off the ground, but it was customers merely posting their own videos that got the product on Twitter and Facebook feeds across the country.   

The company was founded in 2002 as a solution to the inability to capture quality action photos and videos at a reasonable price. The name itself was inspired by Woodsman and his friends wanting to become professional surfers because at the time, “going pro” was the only you could end up getting footage of you on the water.


Extreme sports enthusiasts took to the tiny, but tough cameras, very early on. Never before had they had the opportunity to film or take pictures while base jumping or biking down a mountain, and now they were able to not only capture it, but to share it. In fact, many of these daredevils credit GoPro as a significant driving force in the multi-billion dollar action sports industry. Now that people can see first hand what these extreme experiences are like, more people are getting interested in trying them out for themselves. Suddenly, GoPros weren’t just a way to take videos; they were a way to have an experience. And in a world where people live to show off their best and most interesting versions of themselves online, everyone began clamoring for the newest way to show off their activities.

As smartphones (and their cameras) get more advanced with every new model, the need for a standard point-and-shoot digital camera has dwindled. Most everyone has a decently quality lens in their pocket now, so why would they carry another device? But GoPros aren’t just another camera; they’re an accessory to whatever extreme activity you’re about to do. Having to look through a lens to capture something takes away from whatever you’re doing because you’re no longer living in the moment. With a GoPro, you don’t have to limit your experience at all. And that is something no other camera has ever been able to offer. It’s not exciting when you see someone pull out their phone to snap a pic from the top of a mountain, but when you spy someone strap on their GoPro from the top of a mountain, it probably means that they’re about to do something awesome. Having a GoPro became a symbol that you’re an adventurer. They give you status.


Having user-generated content as your primary driver in the marketing strategy is undoubtedly an advantage not all brands can capitalize on. However, GoPro also knew what to do with the content once it was out there. Engaging with your audience is a surefire way to create a community among consumers. By sharing user-generated content on the website, social media platforms and in email marketing campaigns, they feature customers. Thus, they can monetize content their customers created for them--at no cost.

Like most companies though, everything has not been all sunshine and rainbows. The brand has seen a tumultuous few years as they’ve struggled to understand their next move. The stock has dropped, they’ve both entered and exited the drone manufacturing business, and had waves of layoffs. But after taking some time to trim their product line and bring the focus back to customer research, they released the Hero 7, which quickly became their fastest-selling product ever. When their line of drones failed to be profitable, they realized they needed to realign their aims with what their customers want. GoPros are a niche product, which means they have a niche audience. Not to mention, they really have no direct competitors. Instead of trying to put out products that might attract a broader range of consumers, they got back to basics and developed the best GoPro yet. The world loves a comeback story, and at the end of the day, no one is skydiving with their iPhone duct-taped to their helmet.

Rise and Grind: Building a Digital Marketing Agency from Scratch

Rise and Grind: Building a Digital Marketing Agency from Scratch

So how do you build a digital agency from scratch? Find out what it takes in our new blog article! 

The Importance of Brand Storytelling


In many ways, our lives are stories in which we are at once the author, protagonist, and antagonist, and each passing moment (day, month, or year) is but a chapter in the bigger narrative we get to write daily. Everyone has a story and that story is worth telling, but like with every story, whether it is good, mediocre, or bad depends on how it is told. As individuals, we all come from different walks of life and have experienced certain things that have informed our personality, character, and attitudes. These experiences make us who we are, establish our personal identity, and tell the world around us our unique story. 

The same is true for businesses and organizations. Your vision, ideas, and experiences also shape the story your brand seeks to tell your target audience. Did you start a digital marketing and consulting agency because you are passionate about helping others better tell their business's story? Did you start a nonprofit that rescues animals because you are an avid dog lover who rescued your last pet? Whatever the case, your personal frame of reference likely informed your business decision. Like in your personal life, ideally, your brand will tell an authentic story that communicates who you are, what you do, what you value, where you operate, and why--of the many stories told in the marketplace at the same time--customers in your industry should choose to care about yours


It is interesting how much of our lives are wound up in storytelling, from business to romantic pursuits. We've all heard about the elevator pitch, which is basically you telling the most condensed version of your idea or concept to someone in a position to help make it a legitimate business or successful venture. Also, in dating, we all try to sell ourselves by telling our most compelling story to our potential mate or love interest, especially at first. It is no different with branding; you must establish an authentic brand identity that tells your most compelling brand story to your target audience using language (visual and verbal) that is clear, concise, and consistent, leaving no room for confusion.

That is where a brand book comes in. A brand book is a comprehensive document that establishes your brand identity. It includes your boilerplate (about us), vision and mission statements, slogan or tagline, logos, design elements (business card, letterhead, envelope templates), writing style/voice, social media guidelines, etc. A brand book effectively establishes your brand's identity and personality so that your brand messaging, values and culture are always authentic and consistent. This creative asset comes in both PDF and PPT formats and is one of the best investments you can make to tell your business' most compelling story and enrich your brand.

Yours truly,

Kenny, Chief Wordsmith

Passion Led Us Here


Too often, people talk about passion but seldom do they live it. Passion, by definition, is a strong and barely controllable emotion.” When something is barely controllable, it is almost like an addiction; it grips you, consumes you, and doesn’t let you go until you’ve indulged in it fully. Think about that feeling of being in love, those “butterflies” in your stomach. I’m sure most of us have been there. Interestingly enough, it is that magnitude of emotion that best conveys passion.

Now, when it comes to starting a business or building a brand, you really shouldn’t indulge unless you’re passionate about what it is you’re starting. Whatever concept, idea, or service you wish to bring to birth or take to market requires more than a simple desire to have something you can call your own or so you can use the overused term, entrepreneur. It also takes more than a goal to become rich and/or famous through what you believe you have to offer the world. Don’t get me wrong, there is nothing inherently wrong with these kinds of aspirations; I’m simply saying they won’t give your business or brand staying power because the road ahead is usually long, rough, and rugged.


The truth is, starting a business and taking it from startup to profitability or building a brand and taking it from concept to a household name will require that same zeal, that strong and barely controllable emotion. It is that emotion that will have you at the crossroads of should and must. “Must I continue to do what is comfortable like keeping a job I enjoy but am not fulfilled at because I can depend on a steady paycheck?” Or, “Should I dare to trust that emotion, venture out on my own and start my own brand?” That is precisely the judgment call I recently had to make when I decided to launch Enrich My Brand.

Gripped by an unyielding emotion, I chose to resign from a pretty good job with the promise of a promotion and significant raise and bonus looming at the end of the year to face the risks of the unknown–building a brand of my own. That is how I and the team poised to build Enrich My Brand got here–led by passion. I hope that my story might inspire yours; perhaps give you the courage to take a leap of faith and soar to your next venture; provided, of course, it is your passion that leads you there.

Yours truly,

Kenny, Founder & Chief Wordsmith