Marketing Currents - Business and Marketing Current Events

How Liquid Death’s 40-year-old founder turned ‘the dumbest name’ and a Facebook post into a $700 million water brand


Let’s face it: Water is boring.

Sure, it’s essential to your health and few beverages can be more crisp or refreshing, but most bottled water brands are fairly bland and uninspiring — featuring the same interchangeable references to mountains, springs or both.

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Discussion Questions:

  1. What is entrepreneurship?
  2. How might Liquid Death represent an example of entrepreneurship?
  3. What kind of company is Liquid Death?
  4. Who might represent competition to Liquid Death?
  5. What is branding?
  6. How would you describe Liquid Death’s branding strategy?
  7. What is positioning?
  8. How do you think Liquid Death marketers are positioning the brand, based on what you learned in this news story?
  9. Why is positioning important in marketing?
  10. What is social media marketing?
  11. How has the company’s branding, positioning and social media marketing strategy paid off for Liquid Death?
  12. What does it mean for something to go viral in marketing?
  13. Do you think businesses and brands can control what content goes viral?
  14. Based on what you learned in this story, how has viral marketing impacted Liquid Death?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.