Liquid Death: Water Made Metal
Anne Wilson, Kelly Goldsmith, Kaylee Tao
Product #:W28658
Supplier:Ivey
Discipline:General Management, Marketing
Setting:United States, 2022
Subjects:
Geography:
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Learning Objectives
This case highlights the opportunities and challenges associated with marketing and branding decisions for image-focused campaigns, particularly given the dynamic and heterogeneous perceptions of “cool” in consumer culture. It also illustrates how irreverent marketing can be a viable strategy for attracting consumers.
After working through the case and assignment questions, students will be able to do the following:
- Explore the elements of cool marketing and branding.
- Discuss the necessary components for cool brands and the difficulties of keeping brands cool over time, particularly when brands or products are designed for mass (versus niche) consumption.
- Understand the role of communities in the creation and maintenance of cool marketing, as well as how this role informs targeting and product development decisions.
- Discuss the role of packaging design in reinforcing positioning and conveying key image- and attribute-based reasons for consumers to believe brand positioning.
- Analyze how brands can use guerrilla marketing, merchandise, support marketing, influencer marketing, and celebrity or brand partnerships to strategically grow a brand and reinforce brand image.
- Discuss the defensibility of attribute- versus image-based positioning against competitive entry by new or existing brands.
- Discuss the use of irreverent marketing in the context of a health and wellness product.