![]() If you haven’t read it, Peter Thiel suggests that your business should raise to the top and become one of a kind, because it will allow you to set your prices high enough so you can invest more time and money innovating and helping society advance. This book was made to inspire startups to build a better future by becoming monopolies. How can you avoid positioning your brand like everyone else?Ī few years ago, my brother Andrés Ochoa recommended me the book Zero To One written by PayPal co-founder Peter Thiel. Most businesses create ‘average products for average people’ like Seth Godin says. If your brand is meant to attract anyone you’ll lose the chance to be meaningful to someone. ![]() Positioning is also about choosing the right customers. That’s why most products in the market are in a constant ‘race to the bottom’ and if you can’t differentiate your product from the competition, people will see you as a commodity. Once you decided to solve a meaningful problem, you will position your brand in a unique way. Deadly Strategy #2: Create Your Own Market ![]() ![]() If you want to make a difference, choose a problem that nobody else is solving and double down on your purpose. When Mike Cessario decided to declare the war to plastics, the product became the solution to a big problem that affects us all.īefore marketing your brand, think about the meaningful problem that you will solve for others. The company decided to solve a meaningful problem before executing on the creative. Liquid Death is not competing in the water industry, they are challenging the plastic industry as a whole. Their marketing strategies are different because they focus more on their purpose than short-term results. They are born with a motivation to solve meaningful problems that people would care about. We are part of a generation that is willing to raise their voice in order to balance the injustice we see in the world.Ĭompanies that are supporting these causes are mainly startups or entrepreneurial ventures. Movements like #MeToo or #BlackLivesMatter had such an impact in our culture because people are raving for a change. Millennials and Gen-Z are connecting with brands that are both sustainable and healthy so it’s no surprise that young consumers are supporting a company that is changing the old way of doing business. Deadly Strategy #1: Solve a Meaningful Problem Here are the 4 deadly strategies to market your brand like Liquid Death. So, what are they doing different? What can you learn from them? and most importantly, How can you apply their principles into your business? Now you can find it at Live Nation concerts or at a Target store close to you. In 2019, the canned water was being sold on their website and by 2020 people were buying it at Whole Foods and at hundreds of 7-Eleven stores. The brand was born as a response to big corporations that are not doing enough to reduce the production of plastics. Liquid Death was meant to appeal heavy metal and punk rock fans, according to Cessario, but their message is a global concern. It was co-founded by Mike Cessario, ex-creative director from Netflix, who saw an opportunity in the market when he asked himself: Why bottled water companies market their products to yoga moms and care too little about the planet?Īfter giving his brand a purpose and a cute hashtag, #DeathToPlastic, Mike and his creative team produced a video as a proof of concept before offering the product on their website. Liquid Death is a canned water company that's declaring war to plastics. People are talking about it and marketers want to know the secret of their success.Īfter reading about the company and tasting the product in a rock concert, I decided to write this article to dissect the 4 deadly strategies that allowed Liquid Death gain raving fans and position their brand as the number one punk rock product with the mission to save the world.īut first, let me give you some context about the brand.
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