GoPro was their slogan, “Be A Hero.” According to Strategist Magazine [1], “‘Be A Hero’ means much more than nailing a triple cork on a snowboard or successfully navigating a rip-curl with a surfboard. For those simply looking to capture everyday life, the tagline encourages the consumer to be the hero of their own story.” GoPro intended for this slogan to inspire their users to go out and use their camera to capture their experiences without the limitations that are inherent of being forced to hold the camera in their hands. They go on to tell how GoPro became a medium for self-expression when they encouraged people to share the footage they had recorded with their cameras as a community.