Liquid Death: Mike Cessario
How I Built This with Guy Raz
The Importance of Brand
As a marketing guru, I understand that brand is the key to winning over consumers. Nike, for example, doesn't market based on functional differences, but rather on the power of their brand. Brand plays a major role in why people choose a $700 Gucci t-shirt over a $20 Target t-shirt, even if they have the same features. It's about understanding why brand matters. In the water category, simply touting the purity of the water isn't enough. It had to be perceived as a premium product, like mountain water. That alone was sufficient to create that perception. Market research played a role in knowing all this.
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