I’ve written a lot about GoPro.
I’ve bathed them in adoration … highlighting how they were born from their community, which enabled them to create communication that literally inspired the growth of their community, not to mention a whole new multi-billion dollar industry.
I’ve also written a bunch about how other brands simply don’t get it … like Kodak and Nikon.
So it absolutely breaks my heart that GoPro are fucking up.
I’m not just talking about their product issues – or their reluctance to innovate – but the one thing they used to do flawlessly.
Their ads.
Look at this …
OK, they’ve kept their ‘in the middle of the action’ imagery.
And yes, they’ve kept the message mercilessly short.
But look at it … that visual hardly screams ‘live action’ and that message is a perfect example of corporate blandom and passiveness.
However there is an even bigger question.
Why – just why – did GoPro walk away from their absolutely brilliant ‘Be A Hero’?
I honestly think that is one of the best lines since Just Do It and yet, within a few years, they’ve seemingly walked away from it and for what?
To keep things new and fresh?
If that’s what they think then they have utterly failed.
It might be new but it’s certainly not fresh.
‘Be A Hero’ was brilliant because it perfectly encapsulated the spirit of the brand and the people who use their products.
It was a line that could last a lifetime. I genuinely believe that.
This obsession with an annual ‘relaunch’ is ridiculous.
That isn’t how you build something … but it is certainly how you destroy it.
Look, I know end-lines don’t make a brand, but they do effect how culture views them.
I know some people don’t agree with that – thinking end lines are old hat – but my response is if NIKE walked away from Just Do It and replaced it with something like ‘Feel Amazing’, I’m pretty sure everyone would think they’ve lost their spirit and edge.
A bit like going from ‘Be A Hero’ to ‘Capture Different’.