Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Liquid Death Built a Brand on Murdered Water
In this episode of Building Brands with Fexingo, Lucas and Luna dissect how Liquid Death turned canned water into a billion-dollar brand by borrowing the aesthetics of heavy metal and energy drinks. They trace the brand's origin story: founder Mike Cessario, a former Netflix creative director, realized that boring water needed an anti-brand. From its viral 'Murder Your Thirst' tagline to its irreverent social media and partnerships with bands like Slayer, Liquid Death proves that personality can trump category conventions. The hosts also explore the business numbers: the brand…
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