On this episode of Courageous Commerce, Hamid Saify, senior vice chairman of digital retail at Liquid Loss of life, joins hosts Rachel Tipograph and Sarah Hofstetter to debate advertising methods that disrupt conventional ecommerce markets. Hamid shares that Liquid Loss of life’s distinctive success lies in taking a fundamental product like water and advertising it with the identical energetic strategy seen within the alcoholic beverage and power drink industries. He explains how the model injects comedic components into each touchpoint, leading to an unforgettable model picture.
Furthermore, Hamid emphasizes the significance of infusing authenticity and a human-like voice into model communications. He additionally highlights the importance of hiring people who not solely embody the model’s core values, but additionally preserve a start-up mindset.
Simplicity is a elementary precept for Liquid Loss of life. The corporate believes in having a singular goal for nearly each advertising communication. Hamid shares that the model initiates their artistic course of by asking, “What’s the dumbest factor we will do?” to foster modern considering.
Liquid Loss of life has efficiently expanded its presence from primarily an ecommerce enterprise to having a robust retail presence. In terms of safeguarding the corporate’s secret sauce, Hamid shares that Liquid Loss of life focuses on competing with itself, slightly than stopping others from imitating them. Hamid additionally addresses how the model constructed an engaged neighborhood by way of its Nation Membership loyalty program, encouraging followers to create content material.
Key takeaways:
- Embrace unconventional advertising for a singular model picture.
- Use simplicity and authenticity to construct a faithful following.
- Consistency in creativity and humor fosters a cohesive model expertise.
