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Liquid Death and Their Deathly Approach to the Drowning Water Market
Standing out and making your brand memorable is crucial for success
Riding Against The Tide
In the competitive world of small business entrepreneurship, where conformity can be the norm, standing out and making your brand memorable is crucial for success. Drawing inspiration from the success story of Liquid Death, an extraordinary drinking water brand that has achieved remarkable profits, soaring sales of nearly $130 million in a single year, and a staggering business valuation of $700 million all because they dared to #BeDifferent, here are some practical tips for small business entrepreneurs looking to implement innovative marketing strategies and build a distinctive brand.
🗝️AI Trav’s Keybits
Advice for Imitating Liquid Death’s Deathly Approach
Embrace Dumb Ideas for Creativity
Liquid Death's journey began with a unique perspective on innovation. Mike Cessario, the brand's co-founder and CEO, realized that our brains are wired to follow the footsteps of successful ideas from the past. To break this pattern, he and his team posed a compelling question: "What is the dumbest possible idea we could do for this?" This daring exercise inspired out-of-the-box thinking and laid the foundation for Liquid Death's unconventional approach.
Unconventional Branding
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From the "dumb name" to packaging adorned with skulls, Liquid Death refuses to conform to the standard branding practices of the beverage industry. This irreverent approach might seem counterintuitive, but it's a strategic move to stand out in a crowded market. In a world dominated by predictable branding, Liquid Death's bold style makes it impossible to overlook.
if someone sees this on the shelf, am I willing to bet they’ll pick it up because it's so weird or interesting?
To succeed in a market valued at hundreds of billions, a brand must be extraordinarily interesting. Liquid Death's marketing is baked into the product itself. The distinctive packaging and irreverent approach make it impossible to ignore on the shelf. It's an Instagram-worthy product that encourages users to share their discovery with their followers.
Build Emotional Connection and Engagement
Liquid Death's success challenges the conventional belief that healthy products must have bland marketing and is not based on taste alone. Instead, it hinges on its role as both an entertainment company and a water company. By making people laugh and providing something of value, it has managed to build a loyal customer base, and the brand experience extends far beyond the beverage. This brand story raises a compelling question: why aren't there more healthy products with funny, cool, and irreverent branding when most memorable branding in the food and beverage industry is typically reserved for junk food, such as Snickers or Red Bull?
Unconventional Brand, Great Cause
Liquid Death's dedication to environmental sustainability struck a chord with major retailers like Whole Foods. This forward-thinking grocery giant, known for its strong emphasis on sustainability, was quick to recognize the significance of Liquid Death's "death to plastic" message. The brand's commitment to making cans infinitely recyclable resonated with Whole Foods, who appreciated the unique way Liquid Death tackled the issue of plastic waste. This partnership not only allowed Liquid Death to reach a broader audience but also solidified their position as pioneers in promoting eco-conscious choices within the beverage industry.
Leverage Influencer Marketing Smartly
Tap into influencer marketing by collaborating with influencers who have a genuine connection with their audience. Consider working with micro-influencers as they often have higher engagement rates and are more cost-effective. Ensure the influencers’ values align with your brand to maintain authenticity and trust.
Conclusion
Liquid Death's journey demonstrates that daring to #BeDifferent, embracing the unconventional, and staying true to a unique brand identity can be the key to success in the competitive business world. It serves as a powerful reminder that the "dumbest" ideas often hold remarkable potential when they challenge the status quo. As small business entrepreneurs, let's take inspiration from Liquid Death's innovative marketing approach, harness the curiosity of our audience, build emotional connections, and champion good causes. By doing so, we can stand out and make a lasting impact in our respective industries, proving that sometimes, the "dumb" can be the smartest choice we make.
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P.S We update this every week.
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