3 Keys To Branding From the CEO of Liquid Death
Mike Cessario has created a $700 million empire doing the most punk-rock thing imaginable: Selling water.
As the CEO of Liquid Death, he knows a thing or two about branding. In fact, he is the case study for how strategy, messaging, and empathy can come together to form a modern brand. Beyond looking and sounding good, it's a great example of how investing in a brand can take any business, even selling water, and turn it into something that excites people and accelerates impact.
During a recent CNBC Make It interview, Mike details his background and lays some branding breadcrumbs to the success of Liquid Death. We've compiled three essential takeaways that can help anyone improve their brand.
1. Transcend simple benefits.
Beloved brands transcend simple, functional benefits. We pay a premium for brands that go above and beyond the basics. Consider two t-shirts. Both are white, cotton, and short-sleeved. However, the Gucci shirt commands nearly $700, whereas the shirt from Target is closer to $15. They have the same material and benefits, and it's certainly not like the Gucci shirt works 50x better.
The brand can command a higher price because it is committed to providing value and worth beyond the functional details of its product. In the case of Liquid Death, every case sold is a statement.
Boldly stand for something. Boring doesn’t get noticed.
2. Everybody hates your marketing.
As a former advertising creative, this was a tough but true pill to swallow. People hate ads so much that they will pay money to skip or avoid them altogether. People need more than a targeted, truthful marketing message.
To go beyond the noise of traditional marketing and stand out, an honest and open connection is vital to engaging with people. That means treating your messaging and communication more as entertainment and conversation.
It’s your way to communicate with people during their precious time. Make it worth their while. Like watching kids get blasted on Liquid Death…
3: Hard work is a waste of time if your idea sucks.
We regularly talk with clients who think branding and design is the shiny object they need to lure in people. While that may be true, upon further investigation, some of those businesses have cracks in their foundation.
The best brand in the world means nothing if it leads to a gold-plated turd of an experience for people. Ideas and concepts demand testing and trial with real people who can share their feelings.
While Liquid Death is water sommelier approved, its tone is not for everyone. That’s a very, very good thing. Because that means there is a group that connects with their tone and show their love by crushing cans.
“Liquid Death is the premier example of how a brand connecting with people can propel a business... $700 million is a good push.”
