Tearing down the Yeti brand — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro
I Hear Everything
Benjamin Shapiro is the producer of the Revenue Generator Podcast, the host of the Martech Podcast, the Voices of Search Podcast, and the CEO of I Hear Everything, which is a new media network that combines the impact audio with the power of digital content to connect content creators and brands with their target audience.
- Part 1Building a brand Philosophy — Benjamin Shapiro // I Hear Everything
- Part 2 Tearing down the Yeti brand — Benjamin Shapiro // I Hear Everything
- Part 3Building the I Hear Everything Brand — Benjamin Shapiro // I Hear Everything
Show Notes
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02:03Why is Yeti an exciting brand?Yeti's extremely interesting because they've discovered insights into consumers in all different categories. They have figured out a mass appeal and mass loyalty across different demographics.
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05:38What makes Yeti so attractive they can sell a metal cup for $30?Think product trust and owned retail distribution.
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08:26The real reason retail store partnerships work for brands involvedYeti renting retail store spaces is a win-win for both brands because it offers the retail store a chance to sell a great product and still get predictable income in rent.
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09:53How did Yeti become so popular even among people who may never buy their products?They developed a kind of coolers-in-hands strategy by being in retail stores and selling a unique product that people are proud to show off.
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12:14Is Yeti truly differentiated?They understand their segment well and don't overreach with their purpose. They are simplistic, and they have fun.
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15:38Some branding lessons from YetiDon't overthink things. Make calculated big bets.
Quotes
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"Yeti's extremely interesting because they've figured out insights into consumers in all different categories. They found a way to appeal to everybody but still be true to who they are." - Scott Harkey
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"I always tell people it's great if you have a D to C brand and you've figured out the algorithms, your return on ad spend is excellent, and you've figured out ROAS, influencer strategy, and more. Your margins are great, and life is good. But people win when they control the retail distribution." - Scott Harkey
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"Yeti developed a kind of coolers-in-hands strategy by being in retail and one of the only cooler brands in that segment. And so, you start to see people that had it everywhere, and through that, they built their brand." - Scott Harkey
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"On branding, don't overthink things. Make calculated big bets. Yeti made a calculated huge bet with retail. A lot of times in marketing, we're trying to do too many things, and we need to stop and simplify and do fewer things well." - Scott Harkey
- Part 1Building a brand Philosophy — Benjamin Shapiro // I Hear Everything
- Part 2 Tearing down the Yeti brand — Benjamin Shapiro // I Hear Everything
- Part 3Building the I Hear Everything Brand — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro
I Hear Everything
Benjamin Shapiro is the producer of the Revenue Generator Podcast, the host of the Martech Podcast, the Voices of Search Podcast, and the CEO of I Hear Everything, which is a new media network that combines the impact audio with the power of digital content to connect content creators and brands with their target audience.
Up Next:
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Part 1Building a brand Philosophy — Benjamin Shapiro // I Hear Everything
Brands are no longer abstract creations that are out to take money from people. On the contrary, people seek out and connect with brands with a philosophy they can relate to and love. Unfortunately, many brands still do not understand how to create a brand philosophy. Some say they want to save the world or are about some mission or purpose, which is great only if it is authentic and backed by a genuine brand philosophy. How do you build a brand philosophy? Listen to the conversation as Benjamin Shapiro, CEO & Executive Producer at I Hear Everything, interviews the CEO of OH Partners, Scott Harkey, to talk about building a brand philosophy.
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Part 2Tearing down the Yeti brand — Benjamin Shapiro // I Hear Everything
Yeti is one of those brands you know and love and wonder why you like them so much when you don't even own any of their products (yet). What makes the Yeti brand exciting, and how have they succeeded in building such a strong brand? Listen to the conversation as Benjamin Shapiro, CEO & Executive Producer at I Hear Everything, interviews the CEO of OH Partners, Scott Harkey. They discuss tearing down the Yeti brand.
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Part 3Building the I Hear Everything Brand — Benjamin Shapiro // I Hear Everything
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