GoPro doesn’t target 20-to-30-year-old men. Age isn’t a meaningful way of segmenting their market. Instead, the brand focuses on a worldview that perceives extreme sports, as a means to personal achievement.

And GoPro addresses this worldview using stories.

1/3 https://twitter.com/A_Feranmi/status/1260502608562839552

As a result, men of all age resonate with the way GoPro frames its stories. When they watch a GoPro video on YouTube, they feel like the video was made for them.

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But it goes beyond. Since extreme sports practitioners are a tribe, they are all connected online (forums, YouTube…) and in real life. So when they practise their favourite sports together, it makes it very easy for the “GoPro story” to spread.

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This thread was adopted from "Using Storytelling to Build a Strong Brand Positioning". https://guerric.co.uk/storytelling-marketing/