The 10 tricks Liquid Death used to beat the odds and stay alive
Jon EvansMost new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
Most new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
As consumers adopt AI tools to simplify their tasks, brands need to train both humans and AI to think of them before the alternatives.
Purpose doesn’t have to be grandiose, it can be the embodiment of who you are at any point in time. Use this thinking to make the working world work for you.
Gender biases are still ever present in advertising models, which could be impacting brands’ capacity for creativity.
In a stagnant economy, businesses must prioritise their investments. When you have multiple brands, put those with the highest growth potential first.
Time is the variable that most defines marketing success, because consistent growth is the truest test of a brand and its team.
Having conditioned your agencies for deference, they now favour flattery over frankness. This harms your interests as much as it does theirs.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
Startups may be nimble and free to take risks, but that’s because they have to be. There are far more benefits to having the resources of a big brand.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.