The Outdoor brand specialising in Coolers and Drinkware really give us the feels, but why?
It was on a recent trip to America where we first got a taste of YETI life. Upon visiting family in Florida I couldn’t help notice the big cooler in the corner. The oversized branding immediately caught my eye and as all good brands do. The name was firmly cemented in my head.
It’s a hot sunny day in Boca Raton, fast forward a couple of hours, I’m in mid-discussion and my peers are both drinking from two giant cups and there it is again. YETI.
I’m a passionate marketeer by day and I love interacting with brands, logos and stories and so it was at this point I had to ask, “what’s the deal with YETI?” and I got the answer I was somewhat already expecting. “You don’t have YETI in the UK??!” and so the love affair began.
A good brand must have a purpose, a relationship to its customer, A ‘Why’ rather than than a ‘How’ at the forefront of its mission and it must carry with it an expectation of excellence in its field. If done correctly, In return you’ll be met with loyalty and lots of it. So much so you actually manage to get your customers to do your marketing for you.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. – Seth Godin
This is what YETI does. It starts with a story and that story transcends through its product lines and right into the hands of customers. To Existing customers. To Existing customers who bring on new customers, just like me.
What YETI offer is more than just a coolbox or cup, they offer a way of life and absolutely play on tribalism to ensure they meet what their customers demand of them.
In 2006, Ryan and Roy Seiders were two brothers had a dream. “To build the cooler we’d use every day if it existed”. Fast forward to the end of 2018 and they’d made $778m. Astonishing.
The company have now gone on to diversify their product portfolio and even offer branded dog beds, blankets and other merch for the die-hard fans, but it’s at drinkware and coolers where YETI will reign supreme.
The Tundra Cooler and the Rambler drinkware is what you’ll see around in most homes nowadays as a staple. The 30-ounce Rambler tumbler is a particular favourite of ours as its tapered bottom still manages to fit in most cup car cupholders.
The 18oz Rambler bottle now resides on our golf bags and yes we even use a 10z mug for our morning cup of joe.
We just can't stop adding to our collection. @YETICoolers are our favourite cups in the world! pic.twitter.com/2ldK4vcMME
— CRISP. (@Crisp_Mag) February 14, 2020
