Category: Brand strategy

Liquid Death, the canned water company with a heavy metal aesthetic, reached a $1.4 billion valuation in early 2024, proving that an unconventional brand strategy can capture massive market share in a saturated industry. This success has led many to question what is the deal with Liquid Death's viral and polarizing approach.

According to the Ehrenberg-Bass Institute, ensuring a product is easy to find and purchase is a more significant driver of market share growth than deep brand loyalty. This core concept is known as physical availability.

Five Guys customers consume nearly 300,000 complimentary peanuts per week, and this legendary, all-you-can-eat snack has a fascinating history. The iconic peanuts are not merely a generous gesture; the reason behind why are 5 Guys peanuts free is a calculated, multi-faceted business strategy that has solidified its unique brand identity.

According to marketing analytics, consumers are often willing to pay a significant premium for products perceived as purer, safer, or more ethically made. This willingness to invest helps explain why Pure Brand, and similar products that emphasize their purity, often come with a higher price tag than their competitors. The reasons behind this cost are multifaceted and go far beyond a simple desire for profit.

Back in 2005, research indicated that men often preferred products not associated with women, a phenomenon known as “gender contamination”. This insight was a major factor in why Coke Zero was created and specifically marketed toward a male demographic, addressing a market gap left by the traditionally female-associated Diet Coke.

Launched by Coca-Cola in 1961 as a competitor to 7 Up, Sprite was intentionally formulated without caffeine to capture a distinct market segment from the start. Its clear, lemon-lime profile was designed to be a crisp, non-cola refreshment, providing an alternative for consumers who wanted a fizzy drink without the stimulant effects. This strategic choice is a key reason why Sprite has no caffeine and has maintained its popularity for decades.