SENSESBIT’s Post

‼️Mission or Claim ⁉️ A Game-Changing Insight ... 🚀 Last week, I had the opportunity to attend a workshop with Yai.Vision GmbH in which we focused on increasing brand awareness and developing a sell-in strategy for the German retail market. One of the key moments that truly resonated with both Anja Junkersfeld, Insa Horsch and myself was a realization about our slogan for Compass Mints. You all know my/our slogan, #RedirectYourMind. This wasn’t just a product claim – it was so much more than that. It defines our mission as a company. 🌍💡 For #CompassMints, this differentiation can streamline our communication strategy. Our mission (e.g., inspiring a shift in perspective, or offering something more meaningful) can now stand separately from the product claims (e.g., freshening breath, offering a sugar-free option, etc.). Both can complement each other but serve different purposes. So this was my learning: 💥Brand mission – #RedirectYourMind can guide our marketing narrative, emphasizing how Compass Mints align with a healthier, mindful lifestyle. 🌱 Product claims – We can now create claims that focus directly on what Compass Mints offer (flavor, freshness, convenience, sugar-free, etc.), giving customers clear reasons to choose your product in a competitive market like German retail. So, #RedirectYourMind isn’t about just selling mints – it's about encouraging a mindful approach to life, a moment to refresh and refocus. It represents the broader purpose behind everything we do and what we want from our clients and cosumers. We want society in general to be more aware to what we consume and eat, what products are put in the shelves and which should vanish. We want people to rethink their decision making, not go for the usual and especially not for the mainstream. Making more consciencious decisions! Meanwhile, our product claims need to speak directly to the needs of our customers: fresh breath, 100% natural essential oils, sugar-free indulgence, portability, and convenience. This separation allows Powermints GmbH to better communicate the value we offer, while also sharing the deeper mission behind the brand. This clarity will be a game-changer as we continue to build our presence in the German retail market, ensuring our message resonates both emotionally and practically with our customers. 💬 Has anyone else had a similar experience with redefining their brand messaging? Let me know… 👇🏼 _____________________________________ I am Jannis Theileis - Your Food Gladiator Liked this post? Want to see more? 🔔 Ring the bell on my Profile Follow #RedirectYourMind 🔝 Connect with me

💧 Liquid Death: The $1.4 Billion Water Brand That’s Changing the Game What happens when you blend hydration with a twist of humor and edgy branding? You get Liquid Death—a brand that’s shaking up the water industry and redefining how we perceive bottled water. Let’s dive into their fascinating journey! 🌟 The Origin Story It all started when Mike Cessario noticed musicians at the Vans Warped Tour replacing energy drinks with water in Monster cans. This sparked a question: Why aren’t there more healthy products with cool, irreverent branding? Fast forward to 2017, Liquid Death was trademarked, and by 2019, the company launched, backed by seed funding. 💎 Premium Pricing, Premium Experience Liquid Death isn’t just about water—it’s about experience. With a price point that’s 2-3x higher than regular bottled water in the UK and the USA (and even more in India), it markets itself as a premium product. 😂 Success Through Entertainment The brand’s mission? To entertain and make people laugh. Their About Page reflects this ethos, resonating with young consumers who love the brand’s witty, rebellious approach. 🎉 Blending In at Parties Ever felt out of place at a party because you’re not drinking alcohol? Liquid Death’s branding and packaging mimic alcoholic beverages, making it a perfect decoy for non-alcoholic consumers who want to blend in without the buzz. 😉 💡 Why Liquid Death Works It’s not just water; it’s a lifestyle. By merging health with cool branding, Liquid Death has created a unique space in the market, proving that even a simple product like water can be reimagined with creativity and boldness. Also, thanks to Raj Shamani whose podcast with Dr. Sanjay Arora PhD on Marketing Stories brought light on this company and sparked the idea for this post in me. Thanks a lot sir. 🔗 Thank You for Reading If you enjoyed this, FOLLOW me for more stories like this! 12/ 💯 #LiquidDeath #Branding #Innovation #ConsumerGoods #MarketingStrategy #Hydration #PremiumProducts #HealthyLifestyle #CreativeBranding #DisruptiveInnovation #Entrepreneurship #BusinessSuccess #YoungConsumers #MarketingTrends #LifestyleBrand #PartyEssentials #NonAlcoholic #BeverageIndustry #CoolBrands #HumorInMarketing #BrandExperience #ProductPositioning #CustomerEngagement #CulturalResonance #EdgyMarketing #GlobalExpansion

Growth is a natural process, found in everything from a blooming idea to a flourishing brand. Just as forests depend on water, nutrients, light, and a space to thrive, brands grow through effective strategies, creativity, visibility, and a strong market presence. This is where we come in, to carve your brand’s growth path. #creo #partnerwithcreo #MarketingPartner #BusinessGrowth #BrandGrowth #BrandNurturing #BusinessPartner

Growth is a natural process, found in everything from a blooming idea to a flourishing brand. Just as forests depend on water, nutrients, light, and a space to thrive, brands grow through effective strategies, creativity, visibility, and a strong market presence. This is where we come in, to carve your brand’s growth path. #creo #partnerwithcreo #MarketingPartner #BusinessGrowth #BrandGrowth #BrandNurturing #BusinessPartner

Introducing The Growth Distillery x TRA Impact Workshop Series! For those of you who are new here, we thought we would reintroduce our #Workshop Events. 👇 🔍What are Impact Workshops? Our Impact Workshop Series is a collaboration between The Growth Distillery and Market Research Agency TRA, aimed at helping marketers engage more effectively with customers using practical tools and strategies. They’re all about actionable insights that drive real results. 🚀 What's Coming Next? In our next Impact Workshop, we'll dive deep into the insights from our Reframe Auto program. Specifically focusing on the automotive industry, we'll workshop the most impactful ways to embed our powerful insights into your brand strategy. 📅 Save the Date: 🕒 Time: 8 am on 26 June 📍 Location: The Winery, Surry Hills, Sydney Don't miss out on this opportunity to elevate your marketing and drive meaningful impact for your brand. Register your interest here: https://lnkd.in/g6Thrkvs #TheGrowthDistillery #TRA #ImpactWorkshops #MarketingStrategy #BrandInsights

Such an excellent read, check it out! Avoiding the fate of a “dinosaur brand” requires more than surface-level updates; it calls for a mindset shift towards constant growth and evolution. Brands that embrace change as a strategic advantage position themselves to succeed long-term.

🌱 Want to Grow? Skip the Milk and Calcium! 🥛🚫 Forget the pills, potions, and dairy! If you’re looking to elevate your brand, I’ve got the secret sauce: Ideas and Real-Time Facts! 💡📊 While milk may help you grow strong bones, I specialize in building strong brands. With my expertise, you’ll get: ✨ Innovative Ideas: Fresh concepts that will set your brand apart from the competition. 📈 Real-Time Insights: Data-driven strategies that adapt to the ever-changing market landscape. So, while you might need a calcium boost for those bones, for your brand growth, all you need is a dash of creativity and a sprinkle of strategy! Ready to grow? Let’s chat! 🌟 #BrandGrowth #NoMilkNeeded #IdeasMatter

Don’t try to change people’s minds. It’s irritating and futile. Instead, focus on making your why so clear and bright that it shines like a beacon in the foggy marketplace. Be the lighthouse, not a searchlight. The products or services that you offer serve as proof of your why. So does the way you do business. Your features, qualities, and attributes will matter to people or they won’t. Don’t try to convince people that they do, or that they are right. It’s not a debate about better or worse, it’s a discussion about different needs. Persuasion, manipulation, and rationalization can create desire or motivate a sale. But, they don't inspire loyalty. And if your goal is to build a strong brand, you must also build loyalty. The cause represented by the brand or product inspires loyalty. You can uncover your why using a useful technique called the benefit game. First, you write down what your company does and ask yourself what’s the benefit of that. Write down your answer and then ask what’s the benefit of that. You continue this pattern as many times as you can. Here’s an example of how the benefit game would play out with a coffee company. Proposed purpose: We sell high-quality coffee from small, sustainable farmers. What is the benefit of that? We help people enjoy a great-tasting and guilt-free cup of coffee. What is the benefit of that? It reduces the exploitation of labor and unsustainable growing practices. What is the benefit of that? It creates a better quality of life for people, communities, and ecosystems. What is the benefit of that? It reduces harm to life on Earth. Purpose: Provide a life-sustaining morning ritual. Give this a try, and let me know how it goes. And if you have anything you’d like to share, drop it below. I’d love to hear it. #marketing #branding #brandidentity #wholebusinessbranding #brandstrategy

This guy went from 0 → $1.4 Billion by selling H → O That’s right. CEO Mike Cessario took water, put it in a can, and made millions of dollars by selling it. But how? By breaking all the rules. 1. Anybody can replicate their product It’s WATER. We’re surrounded by it. But what you can’t replicate is his marketing. His story. His messaging. 2. He took an “uncool” product Ask a gym bro, an adventure junkie, a college kid - what’s the coolest drink? Most will say - “alcohol, energy drinks, coffee” But Mike? He said “water” He challenged himself to make water the coolest drink of all 3. He talked about how HARMFUL his product is In an ad, he never talked about how refreshing or hydrating water is. Instead, he talks about how dangerous water can be - how water has killed surfers, skiers, and more. How water can be used to torture people. Basically, the point was to show how POWERFUL water is. 4. He angered his target audience Most companies glorify their TGA, but this brand pretty much yelled at them for thinking that - water is just “a girly drink for yoga mums.” The ad featured an actress who was almost ANGRY at the myths around water as she debunked them. So, our takeaways? You can sell ANYTHING! You can even sell AIR as long as you can - Be creative. Colour outside the lines. Break the mould. Think differently.

Proof That One Bold Idea Can Revive Even the Most Ordinary Product Who says water has to be boring? Enter Liquid Death, a brand that dared to take the world's most basic beverage and give it a punk-rock makeover. 💡 The Idea What if water wasn’t just something you drank but something you experienced? Liquid Death took this question and ran with it. Their solution? Canned water that screams attitude, with slogans like “Murder Your Thirst” and branding that looks more at home at a heavy metal concert than in a yoga studio. 🚀 The Impact By treating water like an edgy energy drink, Liquid Death carved out a new space in the beverage market. What was once “just water” became a cult phenomenon. The brand's commitment to shaking things up caught fire: Rapid growth: They quickly expanded into major retailers like Whole Foods and Target. Investor buzz: They’ve raised millions in venture capital. Sky-high valuation: In just a few years, they hit a jaw-dropping $700 million valuation. This isn’t just a quirky fad—it’s a full-blown disruption of the bottled water industry. 📖 The Lesson Liquid Death proves that even in the most saturated markets, there’s room for innovation. By rethinking the ordinary, they didn’t just sell water—they sold a lifestyle. Takeaway: A bold idea, paired with laser-focused branding, can transform even the simplest product into something extraordinary. So, whether you’re building the next tech gadget or selling paperclips, ask yourself: what’s your “Liquid Death” moment? #creativity #bigideas #marketideas #inspirationalspeaker #creativeleadership #motivationalspeaker #water #bottledwater