Water is one of the most commoditised products on the planet. So how did Liquid Death build a $1.4B business by breaking almost every branding rule?
In this episode of Winning With Shopify, Nick breaks down the branding strategy behind Liquid Death and what ecommerce businesses can learn from a brand that turned something as ordinary as water into a product people recognise, talk about and want to be associated with.
From its unconventional name and packaging to its influencer strategy and approach to attention, Liquid Death has built a brand that looks and behaves very differently from traditional bottled water companies.
You'll learn:
- How Liquid Death reinvented the way water is marketed
- Why their branding is so different from traditional water brands
- How packaging became a marketing channel
- Why attention can be more valuable than traditional product marketing
- How Liquid Death approaches influencer marketing
- The evidence behind the brand's success
- How to work out whether your customers actually care about your brand
- How to make a boring or commoditised product exciting
- The biggest branding lesson Shopify and ecommerce businesses can take from Liquid Death
The bigger question is one every ecommerce founder should be asking: when almost anyone can copy your product, what makes customers choose your brand?
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Timestamps:
(00:00) - How Liquid Death Reinvented Water
(01:18) - The $1.4 Billion Liquid Death Brand
(02:32) - Why Liquid Death's Branding Is So Different
(04:36) - How Packaging Became Their Marketing
(07:36) - Attention vs Traditional Product Marketing
(08:54) - Liquid Death's Influencer Strategy
(11:10) - Evidence Behind the Brand's Success
(12:07) - Do Your Customers Actually Like Your Brand?
(14:21) - How to Make a Boring Product Exciting
(15:07) - The Branding Lesson for Ecommerce Businesses
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About Winning With Shopify
Winning With Shopify is powered by Winning With Shopify, helping ecommerce brands grow through practical Shopify strategies, expert interviews and actionable advice.
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