56. How to Build a Brand with Cult Status
Stix (a.k.a. Stephen Nilsen) is the Vice President of Cult Indoctrination for one of the most interesting brands, Liquid Death. Stix and Liquid Death aren’t afraid to lean into their branding - telling people to Murder Your Thirst and #deathtoplastic. This is unapologetically who they are, which has helped give the brand its cult status. For them, it’s time to let something good for you (water) have all the marketing fun. You won’t want to miss this amazing episode.
“I don’t need a thermometer. I need a thermostat. Thermometers just measure the heat. Thermostats change it.”
It’s super exciting to have Stix (a.k.a. Stephen Nilsen) as our guest this week. He’s had an exciting career in marketing - working at Red Bull before it became the global energy drink juggernaut and helping revitalize Pabst Blue Ribbon.
Today, he probably has the coolest title - Vice President of Cult Indoctrination - for one of the most interesting brands, Liquid Death. Liquid Death recently got a $700 million valuation, but Stix shares why he thinks the valuation doesn’t necessarily mean much other than it means they need to work even harder.
Stix and Liquid Death aren’t afraid to lean into their branding - telling people to Murder Your Thirst and #deathtoplastic. This is unapologetically who they are, which has helped give the brand its cult status. For them, it’s time to let something good for you (water) have all the marketing fun. You won’t want to miss this amazing episode.
Tune in to learn:
• Why you can’t put a price tag on word of mouth
• How Liquid Death can build a brand with cult status
• Why loyal ROI is better than instant ROI
• The importance of building credibility for your brand
• More about Liquid Death’s mission of getting more people to drink water and ending our plastic problem
Thanks, Stix, for being our guest. And to anyone listening, make sure you go Murder Your Thirst with a can of Liquid Death.
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Subscribe to our podcast on your favourite platforms:
It’s super exciting to have Stix (a.k.a. Stephen Nilsen) as our guest this week. He’s had an exciting career in marketing - working at Red Bull before it became the global energy drink juggernaut and helping revitalize Pabst Blue Ribbon.
Today, he probably has the coolest title - Vice President of Cult Indoctrination - for one of the most interesting brands, Liquid Death. Liquid Death recently got a $700 million valuation, but Stix shares why he thinks the valuation doesn’t necessarily mean much other than it means they need to work even harder.
Stix and Liquid Death aren’t afraid to lean into their branding - telling people to Murder Your Thirst and #deathtoplastic. This is unapologetically who they are, which has helped give the brand its cult status. For them, it’s time to let something good for you (water) have all the marketing fun. You won’t want to miss this amazing episode.
Tune in to learn:
• Why you can’t put a price tag on word of mouth
• How Liquid Death can build a brand with cult status
• Why loyal ROI is better than instant ROI
• The importance of building credibility for your brand
• More about Liquid Death’s mission of getting more people to drink water and ending our plastic problem
Thanks, Stix, for being our guest. And to anyone listening, make sure you go Murder Your Thirst with a can of Liquid Death.
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