This week for our Not So Deep Dive episode we covered
$YETI, which has successfully found a niche in the premium cooler and reusable drinkware market. Its brand is clearly top notch among its target audience right now.
But here's the problem I have with a company like Yeti, which we see time and time again: the results don't seem predictable. When all you are going off of is brand value to consumers, that feels incredibly risky to me, given how choices and trends can change pretty easily over a five year timespan.
Personally, If I'm going to invest in a company because of its "brand" I want to buy it at a very cheap multiple.
Anyone have any thoughts of identifying durable vs. non-durable brands?