Uncensored CMO How Liquid Death founder, Mike Cessario, created a billion dollar water brand
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Mar 13, 2024 
Mike Cessario, founder and CEO of Liquid Death, shares his journey of creating a billion-dollar water brand with a punk rock ethos. He discusses how his outsider perspective led to innovative marketing strategies that disrupted the beverage industry, despite facing large competitors like Coke and Pepsi. Mike details his unconventional approach to brand development, from launching a viral pre-product campaign to leveraging direct-to-consumer sales. He also emphasizes the power of creativity on a budget and the importance of maintaining a challenger spirit in business.
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Skate Punk Roots Shaped His Brand
- Mike Cessario grew up immersed in 1980s skate and punk culture and taught himself art and DIY promotion.
- That background shaped his taste for irreverent art, humor, and entrepreneurial DIY marketing.
First Venture: Rebranding Brandy
- After leaving ad work, Mike launched a brandy called Western Grace to test building a cool brand in a stale category.
- He learned hard lessons on regulation, partnerships, and the limits of industry insiders' control.
Outsider Advantage Over Industry Insiders
- Outsiders can outperform insiders because they aren't constrained by 'that's how it's done' rules.
- Questioning assumed constraints creates opportunities to innovate in entrenched industries.
