Yeti CMO on how he'll never cede control to 'the whims of influencers and celebs'
Briefly

"If you are at the whim of influencers, TikTok or celebrities, you are not 100% controlling the narrative of your brand - and that is terrifying."
"You can't chase trends and TikTok dances; if it ain't you, it ain't you and I think people respect that in the long run."
Read at The Drum
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