JUST Branding
S04.EP05 - Rebelious Branding with Stix of Liquid Death
Apr 12, 2023
Hosts Matt & Jacob sit down with Steve Nilson, the 'Vice of President of Cult Indoctrination' at Liquid Death, to explore the innovative thinking behind one of the most successful up-and-coming consumer brands. They discuss the brand's clear purpose and positioning, as well as their risk assessment approach to creativity and global expansion. The conversation also covers building genuine friendships with influencers, challenging critics to taste tests, user-generated content, unique packaging, and the company's goals for global expansion while maintaining their edgy brand.
46:17
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Quick takeaways
- Liquid Death has disrupted the beverage industry with its fun and sustainable approach to hydration.
- Liquid Death aims to maintain its authentic brand voice and strategy while expanding globally into different markets.
Deep dives
Building a Brand with Rebellion and Rule-Breaking
Liquid Death has disrupted the beverage industry by making water cool and fun. The brand aims to tackle the plastic problem by offering environmentally friendly packaged water. With a team of creative individuals from various industries, Liquid Death has leveraged lifestyle marketing to build a cult-like following. The brand's edgy and authentic approach has resonated with consumers and garnered success in terms of reach, funding, and investment. By listening to consumers, breaking industry norms, and staying true to their brand values, Liquid Death has carved its own path and aims to expand its reach globally.
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