Sell the Guide, Not the Cooler

Yeti makes expensive cool boxes. Its most successful content barely mentions them, and features people who would have been interesting with or without the product.

Yeti sells a cool box for several hundred dollars in a category where a serviceable one costs thirty. Justifying that gap with a specification sheet is close to impossible, and the company appears to have worked that out early.

So instead of advertising the product, they started making films about the sort of people who would notice the difference.