GoPro thrives on "virtuous cycle" of content creation
Stephen WhitesideWarc
GoPro's cameras seek to provide flawless video footage and photos from mountainsides, the middle of hockey games or mid-wave for those who ride the wild surf.
And the brand's marketing team has an equally clear picture regarding how best to drive growth. "Somebody buys a camera, and they go out and they capture this amazing moment in time that's special to them," Todd Ballard, GoPro's senior director/lifestyle marketing, told delegates at IEG's Sponsorship 2015 conference in Chicago.
"Then they put it on the internet and they tag it...