Liquid Death is a very interesting potential marketing case study about challenging category conventions and creating unique brand associations in a fairly established category.
Some use it as an example of great modern branding, while others, including myself, are more skeptical about the brand’s strength.
I, for example, believe that Liquid Death is a great and engaging communication idea but not a powerful brand idea as it is not rooted in any relevant and differentiating product truth. I had written about it in a LinkedIn Post where I got hammered by Mike Cessario, the founder and CEO of the brand himself.
The brand is already planning an exit strategy and will try to go public in 2024, and I am sure that a few people will get very rich in the process. Whether the brand will be able to survive in the next 3 to 5 years is still to be seen, and I reserve the right to be wrong.
In any case, Liquid Death provides an interesting marketing case study, and here is an interesting article about 16 lessons one can learn from Liquid Death’s rise, worth reading.
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