I’m not going to repeat the story of Liquid Death.
If you’re curious, CNBC Make It did an excellent interview with the founder Mike Cessario here.
After consuming multiple hours of podcast interviews and just about every article I could find online on Liquid Death, I put together a “handbook” of takeaways I learned about branding and entrepreneurship for founders, marketers, and startups wanting to learn from Liquid Death’s playbook.
You’re just getting started with a new idea but you don’t know what to do with it… start right here.
1/ Prove the market exists before you even create the product. Founder Mike Cessario spent $1,500 to create an introductory marketing video that went viral — it received 3 million views in four months — the “product” in the video was a digital rendering and some white tallboy can the actor carefully held as she poured it out.