First watch the GoPro Hero3 promo video, released in October 2012:
Then watch the GoPro Hero4 Black promo video, released in September 2014:
Do you notice a difference?
I do, and it's not about video quality. It's subtle, but the earlier GoPro promo is made up almost entirely of footage of people participating in extreme sport or recreational activities. While the whole promo is a hell of an adrenaline rush, it clearly positions GoPro as being a camera for the adrenaline junkies who are wired differently than most.
The latter video maintains GoPro's brand leadership as the camera of choice for people in the most exciting moments of their lives, but it is more inclusive. There is footage of kids dancing at EDM festivals, a cowboy riding a horse, stars blinking to life in a time lapse of a night sky, and people whale watching. Granted, there's still a dose of the more extreme stuff—some Japanese driving Lamborghinis through a city at night, two guys climbing an iceberg that threatens to crumble and dump them in the middle of the ocean—but that material makes up just a portion of the footage.
This is a brand trying to appeal to a broader base of consumers. It makes sense. The size of the market for people who ski off of cliffs and do somersaults in the air is limited. It's still a $400 or more camera, so it's not as if GoPro is including video of people lying on a sofa binge-watching Scandal, but I'd expect the shift to continue the next time they update their product line and release a promo video. I wouldn't be surprised if that promo includes footage of a young child cannonballing into a pool while filming himself with a GoPro attached to a selfie stick, or footage from the family dog's point of view as she chases down a frisbee on a sandy beach, or even drone footage of an outdoor wedding.
Perhaps we may even start to see a celebrity or two make a cameo appearance, to give the GoPro a wider type of lifestyle appeal, not just one centered around activities for people not afraid to die. I also suspect they've pushed up against a ceiling on price (the Hero4 Silver runs $400, the Hero4 Black $500, and that's just the starting point before piling on costs of accessories like mounts and additional batteries). GoPro will likely want to start pressing down what is for now a generous price umbrella for competitors must salivate when they see GoPro's $7B+ market cap.