Redefining a Brand Category

Now as the year ends and the chill of winter is moving in, it's a good time to reflect. My mind wondered to earlier in the year when I stopped in to see an old friend who owns a small chain of Fly Fishing and Outdoor stores. I was visiting his newest and largest store near one of Pennsylvania's famed limestone streams.

Inevitably our conversation turned to business and his nice display of Yeti coolers. In only 10 short years, Yeti has redefined what people thought of and paid for an ice chest. They built a brand that kept ice for days and was nearly indestructible. And even someone my size could stand all day on it in a front of a skiff casting a fly.

It's a truly remarkable brand story worth knowing about: http://www.inc.com/magazine/201602/bill-saporito/yeti-coolers-founders-roy-ryan-seiders.html