THE CONTEXT
People In Todays Fast World Feel Stuck.
Signs you're stuck in a rut.
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Signs you're stuck in a rut. 〰️
So, How Do Consumers Use Brands to Help Free their Spirit?
They Join a Cult Brand
WHAT’S A CULT BRAND?
A cult brand is a company or product with a fiercely loyal following, built through unique values, compelling storytelling, and a sense of exclusivity.
Consumers are drawn to cult brands because these brands tap into their emotions, offer a sense of belonging, and align with their aspirations or values. This connection transforms buyers into loyal advocates who see the brand as part of their lifestyle or self-expression.
Liquid Death stands out as a cult brand by transforming the simple act of drinking water into a bold statement.
Harley-Davidson achieved cult brand status by representing freedom and rebellion through its iconic motorcycles.
Dos Equis, with its "Most Interesting Man in the World" campaign, transformed into a cult brand by weaving a compelling narrative that combined humor and sophistication.
HOW DOES YETI EMBRACE THE CULT LIFESTYLE?
YETI is a cult brand because it transcended its functional purpose as a cooler manufacturer to become a lifestyle symbol for outdoor enthusiasts and adventure seekers.
Everyday convenience
Unique customization
Opening up to the collectors market
By discontinuing particular color ways, or releasing specific collection series YETI has created a high demand for collectors to get complete sets of their favorite YETI products. This drives value in the collectors market, making some hard-to-find YETI products resell for a high value.
THE ADVERTISING
YETI believes their products are “Built For The Wild,” but who defines what ‘wild’ really is?
YETI is known for its extravagant advertising for those who answer the call to the wild.
But Who are YETI’s REAL consumers?
So why doesn’t YETI advertise to its primary consumers??
YETI lets you turn the ordinary into something extraordinary.
INSIGHT
Everyday moments don’t feel special because we treat them as disposable. YETI earns its place by making everyday experiences exciting, turning the ordinary into something extraordinary.
STRATEGIC IDEA
Position YETI as the brand that transforms everyday routines into adventures.
WHAT’S YOUR WILD?
Whether you’re a team mom headed to practice.
An Exhausted trucker on a cross-country haul.
Or enjoying a morning cup of coffee.