Episode
#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
55:56
Published: Fri Jun 05 2020
Description
Joined our private FB group yet? It's a page where people share each others million dollar ideas or what they're already working on: https://www.facebook.com/groups/ourfirstmillion. Shaan Puri (@ShaanVP) and Sam Parr (@theSamParr) sit down with Mike Cessario (@Cessario) Co-Founder and CEO of Liquid Death (@LiquidDeath). Mike gives the backstory on Liquid Death and together they talk through the importance of marketing and making boring market segments more exciting. Today's topic include: Mike gives the backstory on Liquid Death (2:30), Shaan asks Mike “where does this idea come from?” (7:30), Mike talks about how big the business is (10:20), Mike explains how to inject humor into stale brands (18:30), Mike talks about the difference between mineral waters in the United States and abroad (26:00) Mike compares businesses started by “business people” to businesses started by “creative people.” (39:40), Mike illustrates how he views Liquid Death as a pop-culture factory (44:00), Mike explains that “it’s all about speed” if you want to win when going from idea to product (54:48). See acast.com/privacy for privacy and opt-out information.
Chapters
QuietLightBrokerage.com offers a course that discusses how to brand and build a cool business around a healthy beverage that most people do not consume enough of, with the objective of making the consumption more fun and appealing to everyone.
00:00 - 05:06 (05:06)
Summary
QuietLightBrokerage.com offers a course that discusses how to brand and build a cool business around a healthy beverage that most people do not consume enough of, with the objective of making the consumption more fun and appealing to everyone.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The guest speaker talks about how his passion for music led him to become an entrepreneur, managing bands and booking shows while creating album art and merchandise.
05:06 - 08:41 (03:34)
Summary
The guest speaker talks about how his passion for music led him to become an entrepreneur, managing bands and booking shows while creating album art and merchandise. He shares his experience on how innovative ideas are often already being developed by other companies.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The key to successful social media marketing is to make it entertaining and stand out in someone's scrolling feed, rather than just sticking marketing in their face.
08:41 - 12:40 (03:58)
Summary
The key to successful social media marketing is to make it entertaining and stand out in someone's scrolling feed, rather than just sticking marketing in their face. Big companies often miss this point and fail to recognize the importance of social media for their business.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The Liquid Death brand markets their canned water as a cool thirst quencher with the power to slay your thirst like a monster, appealing especially to the straight edge crowd.
12:40 - 16:37 (03:57)
Summary
The Liquid Death brand markets their canned water as a cool thirst quencher with the power to slay your thirst like a monster, appealing especially to the straight edge crowd. They also cleverly advertise their product to be ideal for touring bands who won't drink other types of water in hot weather, thus boosting the brand's edgy image.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The speaker discusses the potential for health brands to incorporate humor in their marketing to appeal to wider audiences, and references a brandy distillery in Northern California who were excited to experiment with this approach.
16:37 - 25:49 (09:11)
Summary
The speaker discusses the potential for health brands to incorporate humor in their marketing to appeal to wider audiences, and references a brandy distillery in Northern California who were excited to experiment with this approach.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
Most major water brands in the US use municipal tap water that is stripped of minerals and then have minerals added back in, while natural minerals are what affect the taste of water.
25:49 - 31:15 (05:25)
Summary
Most major water brands in the US use municipal tap water that is stripped of minerals and then have minerals added back in, while natural minerals are what affect the taste of water.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
Bottled water is a potential retail play and can bring in significant sales for well-performing brands.
31:16 - 38:23 (07:07)
Summary
Bottled water is a potential retail play and can bring in significant sales for well-performing brands. It has a solid margin for beverage suppliers of around 40%.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The importance of branding for packaged goods is much more than companies usually think, because it makes a product stand out among others.
38:24 - 45:53 (07:29)
Summary
The importance of branding for packaged goods is much more than companies usually think, because it makes a product stand out among others. When creating a new product, it's important to think outside the box and find ways to create a brand identity that will differentiate it from its competitors.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The host discusses the cost of building a chain of five small heavy metal yoga studios versus running a TV ad during the Oscars and the impact it could have on brand evangelism.
45:53 - 49:46 (03:52)
Summary
The host discusses the cost of building a chain of five small heavy metal yoga studios versus running a TV ad during the Oscars and the impact it could have on brand evangelism. He also mentions previous experiments, such as selling vinyl records, and the possibility of the heavy metal yoga idea becoming a reality.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
Daymond John, entrepreneur and star of Shark Tank, discusses the importance of showing compassion in business and how it has helped him build a successful company.
49:46 - 54:35 (04:48)
Summary
Daymond John, entrepreneur and star of Shark Tank, discusses the importance of showing compassion in business and how it has helped him build a successful company. Despite his on-screen persona, John is known for being mellow and emphasizing the well-being of his employees.
Episode#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
PodcastMy First Million
The CEO of Liquid Death encourages listeners to visit their website or follow them on Twitter for more information.
54:35 - 55:47 (01:12)
Summary
The CEO of Liquid Death encourages listeners to visit their website or follow them on Twitter for more information. He also advises aspiring entrepreneurs to act on their ideas quickly to avoid the competition.