Podcasts about liquid death

If your brand feels too small to matter, this blueprint shows why that might be your unfair advantage.In this episode of Sharkpreneur, Seth Greene interviews Mark Rampolla, Co-Founder and Co-Managing Partner at GroundForce Capital, who unpacks how a niche idea became a global category. Mark shares the strategy that took ZICO from yoga studios in NYC to nationwide shelves, the discipline behind constant pitching and fundraising, and why exits aren't the finish line. He also discusses his new book on putting freedom first, and his work at Ground Force Capital (backer of brands like Liquid Death and Beyond Meat), helping founders scale both their companies and their lives.Key Takeaways:→ Why “inch-wide, mile-deep” focus beats broad launches for breakthrough CPG growth.→ How pairing a product with a specific usage occasion (post-hot yoga) created early traction.→ The surprising first hurdle: taste—and how “preach to the choir” accelerates momentum.→ Fundraising reality: why you either get profitable fast or get great at raising—continuously.→ The nine-year “overnight success” mindset and the decade-long horizon most wins require.Mark Rampolla is Co-Founder and Co-Managing Partner at GroundForce Capital (GFC), where he works closely with founders and teams to build impactful businesses. He has represented GFC on the boards of leading companies, including Vive Organic, OWYN, Liquid Death, Kinder Farms, Flying Embers, and ZICO Rising. Prior to GFC, Mark founded and served as CEO of ZICO Beverages, pioneering the coconut water category and growing the brand into a global leader before its acquisition by The Coca-Cola Company in 2013. Earlier in his career, he held senior management roles at International Paper, overseeing joint ventures across Latin America and the Caribbean. A Peace Corps alum, Mark has advised more than 100 CEOs, raised over $1B, and invested in 40+ social-impact startups. He is the author of High-Hanging Fruit and holds degrees from Marquette University and Duke University.Connect With Mark:Website: https://www.markrampolla.co/Instagram: https://www.instagram.com/markrampolla/LinkedIn: https://www.linkedin.com/in/marksrampolla/

In this episode Toby sits down with writer/director Patty Jenkins! She chats about Kansas, NYC, DC scene, Bryan Callen, doing camera work on all 90's rap videos, making Monster with Charlize Theron, directing pilots, Wonder Woman and the pressure that went along with it, WW sequel coming out in pandemic, AI, her dream project, Duran Duran, reading, CBGB, the punk scene being ahead of the curve and progressive and more!  Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Dave and Chuck the Freak talk about a video of an annoying waiter from hell, Liquid Death commercial, National Nothing Day, lady used construction port-a-potty, update on NASA medical evacuation, man's disruptive behavior caused plane to make emergency landing, Verizon customers will receive $20 credit because of outage, teen tried to spend night inside closed Walmart, women secretly recorded by Meta Glasses, Korean chewy cookie, Giants playing big money for John Harbaugh, college basketball gambling ring, Ohtani baseball sells for less than expected at auction, pic of Josh Allen's fiancé in Broncos gear, Super Bowl snacks, Pam Anderson wouldn't go near Seth Rogen because of Pam & Tommy show, Nick Cage sold comic book for $15M, Star Search is back, Dolly Parton turns 80, big couple tried putting hair in food to get free meal, woman threw 25lbs weigh at head of romantic rival, thief found cocaine in stolen car, monkey broke into pawn shop, anchovies on donuts, lady flew across the world for a date, British baron seeking woman to breed with, Florida's James Bond has remote control license plate cover, Dave found hot massage stones in Amazon cart, Ask Dave & Chuck The Freak, partner has bad hygiene, partner is emotionally dead, buddy's wife wants to watch his vasectomy, and more!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Just when I thought I'd seen everything within the energy drinks market (and I do mean it all), a press release gets forwarded to me about Titan Casket introducing the world's first energy drink brand launched by an online direct-to-consumer casket company. Though, in all honesty, it wasn't until after looking at the Titan Casket social media accounts that I quickly realized launching an energy drink is simply another component of their lively marketing playbook! Additionally, from the “A Wake” in the product name to the dark tagline “Sleep When You're Dead,” Titan Casket definitely doesn't lack the type of irreverent humor that reminds me of Liquid Death. But maybe the best quote came from Titan Casket Founder (and CEO) talking about how efficiently sending small parcels filled with heavy energy drinks would be simple compared to regularly shipping very large products across the country on short notice.

On today's episode, Johnnette Williams is joined by Sue Brinkmann for Wacky Wednesday! Sue talks about the Placebo Effect and how it can tie into New Age practices. Listeners call in asking about the drink Liquid Death, St. Hildegard, and acupuncture.

In this episode Toby sits down with Theo Kogan of the Lunachicks! She talks about going from Ecuador to Brooklyn, ballet, discovering rock and punk, parents converting to Sikhism, going to LaGuardia and meeting the bandmates, the scene back then, first show in '88, Theo & the Skyscrapers, having a kid, therapy, becoming a make up artist, book, the documentary, playing again after their 17 year hiatus and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Table of Contents: Why a Christian Should NOT Smoke, vape, use nicotine pouches, dip, chewing tobacco or hardcore stimulants like Adderall (which is only one molecule away from being methamphetamine!)–Spiritual truths on why you should quit NOW How To Pass From Curse to Blessing & Self Deliverance AI Has Been Secretly Lying to Christians and Here's How… The Strange World of Etsy Witches – Witchcraft is exploding in popularity These popular brands aren't what you think they are…Lulu Lemon – True Religion – Nike – Versace – Hermes Exposed!!! In this video you are going to be shocked to find out just how many clothing brands are actually named after wicked gods, goddesses and false ancient religions! Sephora: Mami Wata facial mist… this is beyond demonic! Liquid Death “Eternal Soul Contract” — Liquid Death Hires Witch Doctor's To Curse Their Water! Satanic Marketing Listener Comment: Mary Ruth’s Liquid Organics teams up with Liquid Death–Just an FYI for anyone who was not aware of this! Liquid Death is Actively Marketing to Pregnant Women Warning Alarming Bottled / Tap & Outside Water Contents Being Captured Across the U.S. + Plus Abnormal Fog Across the US — Please at least filter your water & use a shower filter! Plus-Warning From a nurse about the tap water Dr. Johnson's Water Recommendations & How to Remove Chlorine – Fluoride (from your body) and other contaminates PDF: Emergency Freedom Alerts 1-5-26 Click Here To Play The Part 2 Audio Source

In this episode Toby sits down with artist Chloé Trujillo! They chat about Paris, her parents being designers, studying science first, moving to NYC, moving to LA and meeting Robert, their kids, releasing all her music and all her different musical projects, going vegan, creating art on instruments, designing eco-friendly swimsuits, winning awards, finding her identity after children and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

The boys review their holiday events and gifts received. Brandon has a wild run in and overstocks toiletries. No mas plastic bags and why is California the experiment state? Finding with Unc and Black Tony…the saga. Year end wrap up. Sponsored by Liquid Death energy or as we call it LD energy.

In this episode, Rivers is back in his hometown of Auburn, Alabama, cuttin' it up with some of the finest folks East Alabama has to offer in the "Squalor Parlour." Joining him are Auburn legend Miles Bugg, comedian Nick Morgan-Moore, and community organizer extraordinaire Warren Tidwell. We start by chugging the new Liquid Death energy drink. From there, Miles and Rivers share a wild tale involving an old friend's eyebrow-raising proposal tied to a Russian love bot website. We share some of our best-ofs for 2025, and about the most underrated villain of the year: FBI Director Kash Patel. Kash was recently on a podcast with his girlfriend talking about Uber Eats and Netflix, when he was supposed to be out looking for a triple murderer. We talk a bit about a new use for J.D. Vance's memoir and "Riders on the Storm" by The Doors is our JAM OF THE WEEK! Give us a listen, folks! Happy New Year.  Follow Miles Bugg on Instagram @BioBugg Follow Nick Morgan-Moore on Instagram @NickWMM Follow Warren Tidwell on Instagram @FireByFriction and support the Alabama Center for Rural Organizing and Systemic Solutions here: https://www.ACROSSAlabama.org Follow the show on social media @TheGoodsPod.  Rivers is @RiversLangley  Sam is @SlamHarter  Carter is @Carter_Glascock  Subscribe on Patreon for the UNCUT video version of this episode as well as TONS of bonus content!  http://patreon.com/TheGoodsPod   Pick up a Goods from the Woods t-shirt here:  http://prowrestlingtees.com/TheGoodsPod

Highlights from interviews with Ryan Heuser, Senior Vice President of Experiential at Liquid Death, on the brand's origins, Eagles partnership, and experiential strategy, alongside insights from David Picioski, Head of Global Brand Partnerships and Collaborations at Wilson Sporting Goods Co., covering Wilson's NBA partnership, player relationships, Caitlin Clark ambassadorship, and technology-driven product innovation. Hosted on Acast. See acast.com/privacy for more information.

In this episode Toby sits down with Underoath drummer/vocalist Aaron Gillespie! They chat about his strict religious upbringing, going from Christian music to grunge, music in black churches as inspiration, baggage from his religious childhood, playing in church band, Underoath, quitting the band because of anxiety, being a hypochondriac and working out, playing shows, his son, playing for Paramore and more!! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Support the show

In this episode Toby sits down with Jesse Leach of Killswitch Engage! He talks Rhode Island, growing up religious, discovering punk rock, spirituality in music, hip hop, Killswitch Engage and his other projects, mental health issues becoming a mental health advocate, throat surgery, coming back stronger than ever, Melissa Cross, recharging and projects during the lockdown and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

⭐⭐⭐⭐⭐Please take 12 seconds to rate and review the podcast because it helps us find new listeners ⭐⭐⭐⭐⭐FREE RESOURCES✅ Get a free digital copy of my bestselling book for a limited time, Choice Hacking: How to use psychology and behavioral science to create an experience that sings. Get it here: https://www.choicehacking.com/free-book/ ✅ Get FREE weekly marketing psychology insights when you join my newsletter, Choice Hacking Ideas: Join the 10k+ people getting daily insights on how to 2x their marketing effectiveness (so sales and profit 2x, too) using buyer psychology. Join here: https://www.choicehacking.com/read/✅ Connect with host Jennifer Clinehens on LinkedIn, Instagram, YouTube, or TikTok @ChoiceHacking and @BuildwithChoiceHackingWORK WITH ME✅ Corporate Training: Get your team up-skilled marketing psychology and behavioral science with a workshop or training session. Choice Hacking has worked with brands like Microsoft, T-Mobile, and McDonalds to help their teams apply behavioral science and marketing psychology.Learn more here, and get in touch using the contact form at the bottom of the page: https://www.choicehacking.com/training/✅ Get your own Chief Marketing Copilot for your business when you my new program. Get live Skill Sessions, Implementation Sessions, and one-on-one time with me.Learn more here: https://choicehacking.academy/pro/✅ Buy my book in Kindle, paperback, or audiobook form: "Choice Hacking: How to use psychology and behavioral science to create an experience that sings": https://choicehacking.com/PodBook/ ★ Support this podcast ★

Episode Four Is Here! Unlocking VIBRANCY — The Energy Behind Brand Momentum in Burke's Relevance + Momentum® Series In this episode, hosts ⁠⁠⁠Jeremy Cochran, PsyD⁠⁠⁠ and ⁠⁠⁠KelseySchmeckpeper⁠⁠⁠ dive into VIBRANCY — the dimension of Relevance + Momentum® that captures how alive, active, and forward-moving a brand feels.  Vibrancy is the buzz consumers feel when a brand seems innovative, visible, and culturally present. It's not just about growth, it's about momentum you can sense. Jeremy and Kelsey unpack how vibrancy is measured, why it fuels perceptions of success, and how brands stay relevant without chasing empty hype.You'll learn:➡️ What Vibrancy really measures and why perception matters more than intent➡️ The two signals of Vibrancy: innovation and buzz➡️ Why brands like Liquid Death, Delta, Chick-fil-A, Coke, and Duolingo feel energetic and in motion➡️ How low-vibrancy brands fade from conversation even with strong awareness➡️ Practical ways brands can build energy with purpose, not noise Whether you're launching something new or reinvigorating an established brand, this episode shows why Vibrancy is the spark that turns relevance into momentum, and keeps brands moving forward.For more information on how you can leverage the Relevance + Momentum® framework to move your brand forward, visit ⁠⁠⁠⁠Burke's ⁠⁠⁠Brand Strategy⁠⁠⁠⁠. Thanks for listening! Please subscribe to be notified of future episodes of ⁠⁠⁠Burke's ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast⁠⁠⁠.

Mike Cessario is the founder and CEO of Liquid Death, one of the fastest-growing non-alcoholic brands and healthy beverage platform built on comedy. An advertising veteran-turned-entrepreneur, he has grown Liquid Death into the #2 most-followed beverage brand on social media through viral, entertainment-first campaigns. Scaling across categories including mountain water, soda-flavored sparkling water, iced tea, and energy, the rare brand has been most recently valued at $1.4 billion under Cessario's leadership. He has been named to TIME100 Next, and Liquid Death has earned accolades, including Fast Company's Most Innovative Companies (#1 in advertising), Bain Insurgent Brands, and Ad Age's America's Hottest Brands. ------ Thank you to the sponsors that fuel our podcast and our team: LMNT Electrolytes https://drinklmnt.com/tetra Use code 'TETRA' ------ Athletic Nicotine https://www.athleticnicotine.com/tetra Use code 'TETRA' ------ Squarespace https://squarespace.com/tetra Use code 'TETRA' ------ Sign up to receive Tetragrammaton Transmissions https://www.tetragrammaton.com/join-newsletter

In this episode Toby sits down with drummer Benny Horowitz! He talks about New Jersey, old DIY tactics, drums, his first shows, his parents, touring, moving out of the city, his earlier bands, music business being manipulative, the band on hiatus, meeting his wife, his kids, starting other bands, his podcast, having a vegetarian family, lifestyle and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

The CPG Guys are joined in this episode by Bryan Leach, the Founder & CEO of Ibotta, a performance marketing platform allowing brands to deliver digital promotions to over 200 million consumers through a network of publishers called the Ibotta Performance Network (IPN). Follow Bryan on LinkedIn at: https://www.linkedin.com/in/bwleachFollow Ibotta on LinkedIn at: https://www.linkedin.com/company/ibotta-inc-/Follow Ibotta online at: https://ipn.ibotta.com/Bryan answers these questions:Ibotta started as a wildly successful cashback app. When did you first realize the company needed to evolve into a performance-marketing platform that could power promotions for national brands and retailers—not just consumers?Take us to the moment when the vision for the Ibotta Performance Network crystallized. What was the “aha” moment that told you the future wasn't DTC incentives, but a full-funnel, retailer-connected promotions ecosystem?When you think back to the earliest days of the IPN, how did the partnership with Walmart come together, and what did that milestone unlock for Ibotta's trajectory?The IPN is now a fundamentally different engine than it was two years ago. How have new partners like Instacart and DoorDash, plus an elevated focus on measurement, reshaped the network?You're now reaching more than 200 million consumers. What does true personalization look like at this scale, and what have you learned about delivering the right promotion to the right shopper at the right moment?When you talk to brand partners today, what are the top priorities they're solving for—and why is the traditional ROAS framework failing them?You've compared LiveLift to the launch of the IPN in terms of strategic importance. What gap does LiveLift fill, and why is this such a pivotal moment in Ibotta's evolution?How does LiveLift help quantify the true incremental impact of promotions—whether that's velocity, basket expansion, or shortening the repurchase cycle?CPGs keep saying they struggle to tie promotions directly to outcomes. How is Ibotta helping close that measurement gap, and what does the Liquid Death case study reveal about what's possible?If you had to project 1–3 years out, how do you see the promotions landscape transforming—and what will separate the brands that win from those that fall behind?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Chris, Anne, and Chad Lusk from A&M Consumer and Retail Group call out 2025's most ridiculous retail headlines in this segment sponsored by the A&M Consumer and Retail Group, Mirakl, Ocampo Capital, Infios, and Quorso. Anne demolishes Starbucks' claim that mobile pickup stores lack "warmth and connection," Chad laughs at Liquid Death's viral pit diaper incident, while Chris questions Target's small town expansion as desperate PR. Which headline showed the worst strategic thinking? For the full episode head here: https://youtu.be/ApiGWRByxIY #starbucksfails #liquiddeath #targetstrategy #laughableheadlines #retailfails #retailstrategy #mobilepickup

Hiyo's founders turned a personal wake-up call into one of the fastest-growing adult non-alcoholic beverage brands in the country. Built on sharp strategy, standout design, and disciplined execution, Hiyo is now scaling nationally — including a newly inked Live Nation partnership placing the brand in major venues across the U.S.  In this episode, we sit down with Hiyo's three co-founders, Evan Quinn, Cygne Cooper and George Youmans, who discuss how this SoCal-born "social tonic" is redefining moderation, unlocking category whitespace, and proving that thoughtful focus can outpace flashy niche plays. Show notes: 0:25: Evan Quinn, Cygne Cooper & George Youmans, Co-Founders, Hiyo – Evan and George reflect on how simultaneous family crises related to alcohol prompted them to cut back on drinking and inspired them to create Hiyo. Cygne discusses how she crafted the SoCal-inspired brand identity and sunset-themed packaging. George notes that Hiyo was initially a DTC brand and grew carefully into retail once operations were strong and consumer demand was clear. Cygne talks about how Hiyo's booth at Expo West 2024 created an energetic, immersive experience before the founders explain how merchandising strategy varies by retailer, with Hiyo fitting either near alcohol or within functional beverage sets. George talks about Hiyo's national partnership with Live Nation, requiring tight coordination across design, production, logistics, and on-premise education. Brands in this episode: Hiyo, Liquid Death

Welcome to another episode of HALO Talks! Host Pete Moore sits down with branding expert and MonoGram Group founder Scott Markman for a wide-ranging conversation on private equity, marketing, and the art of standing out in a competitive landscape. From Scott's early days building powerhouse brands in PE—like Antares Capital—to the inside stories and lessons learned from working with over 100 PE firms, you'll get a front-row seat to how branding and storytelling have evolved in finance and beyond. Pete and Scott riff on everything from the importance of humanizing private equity to the bold branding of consumer favorites like Liquid Death. You'll hear candid insights on how to keep brand integrity alive, the power of team sports mentality in business, and the struggle to get new industry terms—like "HALO"—to catch on. It's definitely a no-holes-barred, no-nonsense chat guaranteed to inspire anyone growing their business, building a brand, or navigating the always frothy private equity world. Listen now for some straight talk, a few laughs, and real advice you can use! Regarding how to stand out in private equity, Markman states, "Just get something that you believe in that is true, that is understandable, that you can rent, repeat 100,000 times. And if you can do that, you're going to be way ahead of anybody else because the bar is set in private equity very low." Key themes discussed Branding strategies for private equity firms. Humanizing and differentiating in competitive markets. The importance of storytelling in marketing. Leveraging brand equity and reputation management. Risk-taking and thinking big in brand building (e.g. Liquid Death.) Optimizing portfolio company operations and collaboration. Building and scaling industry categories, like HALO. A Few Key Takeaways:  1.Brand Differentiation in Private Equity Matters: Scott emphasized that PE firms often focus too much on facts, figures, and professional credentials, but overlook the human and brand elements that truly set them apart. Building trust and emotional connection with company owners and deal partners is a core differentiator in a market that's becoming increasingly commoditized. 2. The Power of Storytelling and Consistency: Markman stressed that defining a clear, consistent message and sticking with it is critical. He compared this to the power of Starbucks' branding, noting that the companies that repeat and reinforce their message, vision, and values win in the long haul. 3. Thinking Big in Branding Works: The two also discussed the branding of Liquid Death and how audacious, risk-taking approaches can differentiate brands in even the most commoditized of categories (like bottled water!) Scott praised the boldness of such campaigns and pointed out that creative, gutsy execution can sometimes pay off big! 4. PE Firms Undervalue Internal Collaboration Across Portfolio Companies: Scott and Pete also observed that many PE firms miss out on synergies by not sharing best practices, vendors, or marketing expertise across portfolio companies. While some firms coordinate shared services, most still operate in silos, missing out on substantial value creation. 5. Branding the HALO Sector—A Movement in Progress: Pete shifted to the effort to brand "HALO" (Health, Active Lifestyle, Outdoors) as its own sector, rather than lumping it under generic terms like "wellness" or the word-salad that often results when people try to describe the space. He shared his long-term vision to make "HALO" the go-to term in industry circles, highlighting the uphill journey from grassroots advocacy to a recognized category and the importance of relentless, repetitive communication to achieve that. Resources:  Scott Markman: https://www.linkedin.com/in/scottmarkman   MonoGram Group: https://www.monogramgroup.com  Integrity Square: https://www.integritysq.com Prospect Wizard: https://www.theprospectwizard.com Promotion Vault: https://www.promotionvault.com HigherDose: https://www.higherdose.com

In this episode Toby sits down with singer/songwriter Brian Fallon! He chats about having kids and going on tour, his mom being a musician in the 60s, church, New Jersey, his mom teaching him to sing, no swearing on any of his records because of his mom, discovering punk, NYC, Gaslight Anthem, getting bullied by punks, DIY punk clothes, seeking approval, tattoos, supporting up and coming bands, success and major labels, his kids, the band reuniting, working with Springsteen and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Today we're talking about how to market a boring product in a crowded industry. We're talking Liquid Death. We'll set the stage with the problem, their pivot, the marketing tactics they used, give you a marketing study to show you their tactic is backed by science, and then give you the playbook how you apply it to your business.  PLEASE follow and tell a friend about the MARKETING Podcast.CONNECT WITH USClaim Your Marketing EdgeA weekly email written by your host Brandon White that gives you an edge in your marketing.Over 17,200 subscribers and counting--> https://edge.ck.page/bea5b3fda6SHOW INFORMATIONMARKETING Podcast Websitehttps://PodcastOnMarketing.comOTHER GREAT PODCASTS YOU'LL LOVE FROM THE BEST PODCASTS NETWORK PRODUCTIVITYProductivity and peak performance tips in under 5 minutes per episodehttps://podcasts.apple.com/us/podcast/productivity/id1694396715 The EDGERanked in the top of the charts, 505 episodes, you get conversations worth listening. About business, technology, peak performance, health, sports, exploration, music, art, science, philosophy, love, and power. https://MyEdgePodacst.com BUSINESS PLAN PodcastEverything you need to know on how to write a business plan in 11 slides.https://businessplan.buzzsprout.com

Richard Shotton is a behavioral science expert, author, and consultant specializing in applying psychological research to marketing and consumer behavior. He is best known for his bestselling books "The Choice Factory" and "The Illusion of Choice", which reveal how insights from behavioral science can influence decision-making and brand success. With over two decades of experience in advertising, Shotton works with leading companies to apply evidence-based strategies that drive real-world results. He is also a sought-after speaker, known for making behavioral science practical, engaging, and actionable.In our conversation we discuss:(00:00) – Who benefits from this conversation and book overview(00:44) – Behavioral science applied to business and marketing(01:28) – Psychology principles also shaping personal brands(02:45) – Focus vs variety: the goal dilution effect(03:52) – Study showing multiple benefits reduce credibility(05:27) – Why people trust specialists over generalists(07:06) – Restaurant and brand examples proving focus wins(07:54) – Five Guys story: simplicity and specialization(09:46) – How focus improves both product and perception(10:39) – Exceptions like Amazon and Google's success(12:14) – Why AI brands should emphasize specialization(17:13) – Applying focus and credibility to personal branding(18:55) – The Pratfall Effect: admitting flaws builds trust(21:30) – Using weaknesses to strengthen authenticity(24:11) – Price perception: high cost implies high quality(26:22) – Smart ways to admit flaws and gain believability(27:27) – Case studies: Avis, Buckley's, and embracing flaws(31:07) – Kraft's hidden reformulation and expectation bias(35:31) – Eco-friendly bias and performance expectations(38:40) – The Zeigarnik Effect: memory from incomplete tasks(43:26) – KFC secrecy and Coca-Cola mystery as engagement tools(45:28) – Illusion of effort: visible work increases perceived value(49:20) – Transparency in design: Dyson, kitchens, and websites(54:27) – Behavioral biases as flexible tools for persuasion(57:01) – Testing ideas ethically through observation(1:02:43) – Liquid Death and breaking conventions to stand out(1:07:04) – Repetition and the mere exposure effect(1:10:40) – False consensus: marketers aren't their audience(1:12:18) – Main takeaway: remove barriers, make it easyLearn more about RichardAstroten - Richard's CompanyAmazon Book Link - Hacking the Human MindChoice FactoryWatch full episodes on: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@seankim⁠⁠⁠⁠⁠⁠⁠Connect on IG: ⁠⁠⁠⁠⁠⁠https://instagram.com/heyseankim

In this episode Toby and Matt Henderson sit down with hardcore musician and entrepreneur Martín Stewart! He talks about being born in LA, his brother introducing him to punk, trading sports for music, baseball, straight edge, Terror, Donnybrook, almost becoming a vet tech, art & design, being invovled in a cannabis company, Sound & Fury, therapy, using social media in a healthy way and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

I'm having a tough time understanding the latest Liquid Death joke…does that mean I don't have a sense of humor? For those unfamiliar, the original inspiration (that eventually became Liquid Death) occurred in 2009…when Founder (CEO) Mike Cessario went to watch some friends perform with their band at the Warped Tour. And because the festival was sponsored by Monster Beverage…musicians would be on stage drinking out of branded cans. But instead of them being filled with the actual Monster Energy liquid, they'd been replaced with water to keep musicians hydrated during their sets. And that sparked Mike Cessario (an advertising agency creative at the time) to question “why aren't there more healthy products that still have funny, cool, irreverent branding?” Then, working on a public service ad campaign about the health risks of sugary energy drinks in 2014…he pitched the client on “doing a canned water stunt to poke fun at energy drinks.” While the client hated the idea, Mike Cessario spent the next roughly two years tinkering with the concept in his free time…eventually settling on what he called the “dumbest possible name for a super healthy, safest beverage possible.” But after potential investors passed on canned water concept, Mike Cessario (hoping to prove it was a viable brand), spent a few thousand dollars creating (and promoting) a short commercial that reframed water as the “deadliest stuff on earth” and responsible for way more deaths than energy drinks. So, if the constant impetus for Liquid Death came from “poking fun at energy drinks,” what could it mean when the brand just launched its own energy drink? With the tagline “feels like a cup of coffee, not an electric chair,” what you'll initially notice is these Liquid Death Sparkling Energy drinks are less loaded with caffeine than most new entrants and challenger brands. And I'd hate if my previous statement was misinterpreted though…because product details can matter! But we cannot overlook that most CPG marketers will proclaim, “our brand this or that,” but few companies ever get past simply attempting to sell undifferentiated products. Though, when you can sell a product that (oh by the way) also brings someone an extremely desirable emotion…you've done something truly special. So, particularly when a CPG brand (like Liquid Death) rightfully carries forward its product philosophy (and standards) that helped it become a breakout…details can (in fact) matter. However, while some CPG industry pundits proclaim, “the move appears to be a natural extension of its brand identity, as Liquid Death has long seemed well-suited for the energy drink category,” I've got some doubts…especially when reapplying some comments I made last April surrounding the launch of its “Death Dust” hydration supplement stick packs! So, if Mike Cessario is simply taking a snapshot of the U.S. energy drinks market from 2009, 2014, 2018, or right now…it would certainly show the same duopolistic market structure. However, just analyzing Red Bull and Monster Beverage would hardly explain much about which underlying drivers “recently have, currently are, and will undoubtedly continue” powering the remarkable categorical growth. So, this is where I continue to struggle…will the Liquid Death “irreverent marketing” approach resonate with more diverse energy drink consumers looking for authenticity and relatability in brand messaging?

Send us a textNEW EPISODE - Levi Benton of Miss May I on the @Vulgar Display of PodcastLevi Benton joins the Vulgar Display of Podcast to recap Miss May I's recent performance at Red Flag in St. Louis, where the band debuted their new single and Levi jumped onstage with Blessthefall. Levi discussed the band's evolving release strategy for their upcoming album, noting the experimental direction of the new four-piece lineup and their plan to roll out singles without a set end date. Reflecting on longevity and the changing music industry, he offered advice to younger bands while sharing memorable moments with Avenged Sevenfold. This episode is a must-listen for Miss May I fans and metalheads alike.This episode is sponsored by: Everest Counseling BetterHelp Black Bayou Coffee Roasters Zymurgy Brewing Company and official peddlers of Liquid Death www.BetterHelp.com/TheBarnhttp://www.betterhelp.com/TheBarn http://www.betterhelp.com/TheBarnThis episode is sponsored by www.betterhelp.com/TheBarn and brought to you as always by The Barn Media Group. YOUTUBE https://www.youtube.com/@TheBarnPodcastNetwork SPOTIFY https://open.spotify.com/show/09neXeCS8I0U8OZJroUGd4?si=2f9b8dfa5d2c4504 APPLE https://podcasts.apple.com/podcast/id1625411141 I HEART RADIO https://www.iheart.com/podcast/97160034/ AMAZON https://music.amazon.com/podcasts/7aff7d00-c41b-4154-94cf-221a808e3595/the-barn

Get My Brand Masterlist⁠ https://drchristiangonzalez.com/best-brands-form-2-2/ Get Water Guide https://drchristiangonzalez.com/water-pdf-request-form// Episode Description You trust the water bottle label that says "pure" and "natural spring." But a shocking new investigation reveals most brands can't prove it. Dr. Christian Gonzalez reached out to 19 of the biggest bottled water companies with one simple request: show proof your water is tested for PFAS, heavy metals, microplastics, and industrial solvents. The results? Fourteen brands disappeared or flat-out refused to respond. Only FOUR companies could stand behind their claims with real data. This isn't about being picky, it's about protecting your hormones, liver, and nervous system from daily toxic exposure. When you drink contaminated water multiple times a day, you're compounding exposure to chemicals that disrupt your entire system. The hidden toxins lurking in "clean" bottled water: • PFAS (Forever Chemicals) linked to hormonal imbalance, reduced sperm quality, and thyroid disruption • Microplastics found in up to 93% of bottled water globally, leaching endocrine-disrupting phthalates and BPA • Heavy metals like arsenic and lead from contaminated sources or outdated bottling systems • VOCs (Volatile Organic Compounds) including dry cleaning solvents and gasoline additives from industrial runoff • Toxic packaging that makes the bottle itself part of the problem In this episode, Dr. Christian Gonzalez exposes the 2025 Bottled Water Audit and reveals: • The full list of 19 brands tested—and which ones refused to respond • The ONLY 4 bottled water brands that passed with transparency and clean testing • Why major names like Evian, Fiji, Spindrift, and Liquid Death couldn't (or wouldn't) provide proof • The marketing manipulation behind "pure" and "spring" water labels • How to identify truly clean water and protect yourself from daily contamination • The endocrine disruption, liver burden, and nervous system damage caused by chronic water toxin exposure This episode goes beyond hydration. It's about taking back control of what you put in your body every single day, and demanding transparency from an industry built on marketing mystique, notreal science. Timestamps: 0:00 - The Bottled Water Investigation: Who's Really Clean? 1:17 - What Actually Matters When Choosing Water 2:10 - The Hidden Contaminants in Your Water 4:14 - How to Identify Quality Water Brands 5:43 - Investigation Results: 19 Brands Tested 7:41 - Brands to Avoid Due to Lack of Transparency 8:01 - Full Testing Breakdown 9:24 - Complete Lab Analysis 10:22 - Industry-Leading Results 11:19 - The Final Recommendation

Have you ever thought about starting a product-based business? Maybe you've wondered what it would take to get a product into stores, scale it into a household name, or if you should add products to your existing service-based business.Today I'm sitting down with Madison Page, who has helped brands go from a few thousand dollars a month on Etsy all the way to landing in major retailers like Anthropologie. Madi breaks down the real difference between having a small business versus building an actual brand, startup costs, manufacturing versus handmade, and why some product businesses scale infinitely while others plateau.We're diving into case studies like Coach (who 4x'd their stock price in two years), Liquid Death, and Scrub Daddy. Madi also shares why she's seen clients with 100,000 followers struggle to make $3,000 a month while others with 2,500 followers consistently pull in $10,000 to $15,000 monthly. The difference? Community over audience. 00:44 Introduction05:30 Understanding Product-Based Business Tiers09:56 Aligning Actions with Business Goals15:26 Startup Costs and Pre-Revenue Realities21:17 The Importance of Branding and Messaging25:02 Differentiating Your Product in the Market33:05 The Role of Marketing in Product Success36:17 The Importance of Brand in Product and Service37:20 Building Community vs. Audience39:09 The Power of Retention and Community49:09 Scaling and Marketing StrategiesConnect with Madi: InstagramPodcastTo join the Ambitious Network for free, click HERE. To connect with Kate on Instagram, click ⁠HERE⁠. To apply for ITI, click ⁠HERE⁠.To submit a question to be answered on the podcast, click HERE.

Nick Tran, is the CMO and President of First Round, leading Diageo's new joint venture with Main Street Advisors to oversee two of the world's most culturally driven spirits brands: Ciroc and Lobos 1707. Nick shares how he's approaching brand reinvention vs continuation, why product innovation and cultural relevance are key, and what goes into long-term brand growth. We also touch on the future of social media, AI's role in marketing, and what it takes to build a truly modern CMO career.00:00 - Intro00:36 - How the Diageo and Main Street Advisors partnership happened?02:49 - The long term view for Ciroc and Lobos 170706:10 - The plan for Ciroc08:57 - Reinvention vs continuation when transforming a brand11:31 - Focusing on product innovation and serve for Ciroc and Lobos 170714:14 - Is alcohol drinking trending down?19:00 - How do you become culturally relevant?22:07 - Using the Liquid Death challenger mindset24:08 - The role of celebrities and influencers for drinks brands27:16 - Why Nick is investing in his personal brand31:53 - What does it take to become a successful CMO?37:04 - How Nick invests in other companies41:59 - Nick Tran's thoughts on AI45:47 - Have we reached peak social media?50:39 - Bonus Question

In this episode Toby sits down with hardcore manager and label owner Ricky Singh! He talks about going from Flushing, Queens to Long Island, Punk-O-Rama compilations ,LIHC, Backtrack, trading in sports for playing music, Flatspot Records, Reaper, Bridge 9, Backtrack ending and getting a job in the industry, hip hop in the scene, the songwriting process, new Flatspot releases, the current hardcore scene and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Brand collaborations are exploding, and they're becoming one of the most effective growth levers in CPG. In this episode, the team breaks down why co-branded products are becoming a core strategy for food and beverage brands, what separates meaningful partnerships from gimmicks, and how leaders like Grillo's, Fly By Jing, Graza, and Liquid Death are using them to drive awareness, trial, and category expansion. Show notes: 0:25: Playoff Beards. Popping In. A Secret Guest. Smokes To Snacks. Collab Work. Healthy, Hot & High. – The episode opens with playful banter about facial hair before previewing upcoming BevNET Live, Nosh Live, and Brewbound Live in L.A. next month. Ray highlights the return of Poppi co-founders Allison and Stephen Ellsworth to the BevNET Live stage to discuss building the modern soda category and notes Allison's recent appearance as a guest shark on "Shark Tank," including her investment in Freestyle Snacks. The hosts also spotlight upcoming programming such as CVS Health's Lauren Castro at NOSH Live, a still-secret Nosh Live guest and also urge founders to nab remaining Elevator Talk, and One-to-One meeting slots. They pivot to brand collaborations, citing Grillo's Pickles' new Zippo tie-in and its growing list of partners, as well as prolific collaborators like Mike's Hot Honey and Graza. The hosts offer advice on considerations for partnerships and co-branded products and what makes for a successful collaboration. John praises Lentiful's Thanksgiving Feast instant lentil cup, Mike is hot about Blobs' new spicy mango-guava flavor and everyone has their say about Rind's recently released raspberry-almond granola squares. Jacqui introduces a "drink your skincare" energy beverage and Mike samples a THC-infused "Soda Pot." Ray reminds listeners that Thanksgiving week gets chaotic, so those planning to attend December's BevNET Live, NOSH Live, or Brewbound Live should finalize registration soon to avoid missing out – and the inevitable post-event FOMO. Brands in this episode: Poppi, Freestyle Snacks, Grillo's, Graza, Little Spoon, Firehook, Ithaca, Alec's, Rind, Mike Hot Honey Grillo's, Hippies, Ithaca, Sonic, V8, Boulder Canyon, Aura Bora, Claussens, Fly By Jing, Daily Crunch, Lundberg Rice, Fishwife, Little Sesame, Keystone, Huer, Frank's Red Hot, Lentiful, Blobs, Huxley, Tropicana, Rind, Skinergy, Clrty! Soda Pot, Mockly

In this episode Toby sits down with hardcore manager and ex-Backtrack vocalist James Vitalo! He talks about the Long Island scene and venues, getting kicked out of school, gambling in high school for record money, underground poker rooms, hockey, being in different bands, the 90's, managing and touring, learning life through hardcore, putting tours together, Backtrack, Terror, the trajectory of his career, the current scene, collecting T-shirts and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

This week on Toilet Radio: We're back to your regularly scheduled programming. Join us as we discuss the thrilling BRAND WAR taking place between rival packaged goods positioned at the 18-39 eXtrEmE male demographic. It's the coffee-but-with-more-caffeine brand, Deathwish Coffee, versus water-in-a-can brand Liquid Death. Let's venture capital into the fray. NEXT UP, we're talking about the latest from the standard bearer in millennial mallgoth nostalgia, Sick New World. Finally, Tim Lambesis is BACK for As I Lay Dying 3.0. This time, it's Baltic. Folks... it's a good one. Music featured on this episode: Savage Sword – Crimson Fields This program is available on Spotify. It is also available on iTunes or whatever they call it now, where you can rate, review, and subscribe. Give us money on Patreon to get exclusive bonus episodes and other cool shit.

You don't want to solve for this Y, Junior. Not on a full stomach, anyway.We have a lovely set of internet reviews this week, including (but not limited to) Fruit Pebble flavored Sparking Water from Liquid Death, fake mustaches' ability to absorb pacific northwestern goo, being a true human being in 'Wreck It Ralph', and a banana-based health supplement. We also do a deep dive into the late Ace Frehley's concert vibes on Momento Moreview. Do the math!Want more party? Check it out at https://www.reviewpartydotcom.com/ !

In this episode Toby sits down with the legend Brett Gurewitz for a part 2! He talks about their first European tour, Epitaph 2025, the sound of punk being more diverse, Drain, the year punk broke, the importance of the Punk O Rama compilations,selling out ,still pressing vinyl, streaming services and artist revenue, Ramones being his gateway to punk, how the band started, being a wild kid, partying hard and not doing well in school, putting out records while still in high school living at home, long boarding, Bad Religion, transcendental meditation at 14, hobbies, curating his social media, what punk means to him and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Watch the full coverage of the live stream on The Emily D. Baker YouTube channel: https://youtu.be/0kj4KOQeev4  This Case Brief dives into the legal battle between Death Wish Coffee and Liquid Death. Death Wish Coffee, a well-established premium coffee brand, is suing Liquid Death for trademark infringement and unfair competition. Death Wish Coffee argues that Liquid Death's entry into the coffee market will confuse consumers and trade on Death Wish's brand and goodwill. Death Wish Coffee has a history of protecting its brand and has successfully obtained injunctions against other "death formative" marks in the coffee space. Liquid Death claims they have no real plans to launch coffee, despite filing trademark applications, and suggests Death Wish's CEO is "amped up on too much caffeine." They also argue that no one company can legally own the word "death." The Case Brief explores the legal arguments, including the purpose of trademark law and the concept of "reverse confusion." The outcome of the lawsuit will depend on the trademark office and ultimately the court's decision regarding the potential for consumer confusion. RESOURCES Food Court Playlist - https://www.youtube.com/playlist?list=PLsbUyvZas7gKZ4dv4LpAmHKT-czjE9Dl9 Learn more about your ad choices. Visit podcastchoices.com/adchoices

This week, Juliet and Jacoby reveal why young people are skipping Chipotle, break down the new McDonald's policies involving the penny, and discuss the future of coffee. For this week's Taste Test, they try Fruity Pebbles–flavored Liquid Death. Finally, they share their Personal Food News and react to some Listener Food News. Do you have Personal Food News? We want to hear from you! Leave us a voicemail at 850-783-9136 or email ListenerFoodNews@Gmail.com for a chance to have your news shared on the show. Be sure to check us out on YouTube and TikTok for exclusive clips, new Taste Tests, and more! Hosts: Juliet Litman and David Jacoby Producer: Mike Wargon Musical Elements: Devon Renaldo Learn more about your ad choices. Visit podcastchoices.com/adchoices

Adam Ray is a comedian and actor. Follow Adam Ray for more comedy and tour updates: Instagram: @adamraycomedy YouTube: youtube.com/adamraycomedy Podcast: About Last NightIN THE NEWS: The rainbow coalition is cracking — more gay men and lesbians are openly pushing back against trans and queer activists, with The Wall Street Journal spotlighting feminists who say “men can't just become women.” Plus, New York's far-left just got a jolt: Democratic socialist Zohran Mamdani shocks the establishment with his NYC victory over Andrew Cuomo, sparking debates about progressivism, gender politics, and his all-female advisory board. Meanwhile, comedian Adam Ray jokes about mentoring disgraced ex–Subway pitchman Jared Fogle for stand-up, suggesting brands like Quiznos, Liquid Death, and Four Loko could “embrace the chaos” by hiring him. Get it on.FOR MORE WITH ADAM RAY:TOUR: “Who Is Me”Hyena's Comedy Nightclub - Fort Worth Texas - Nov 7-9Houston Improv - Houston TX - Nov 14-16Laugh out Loud Comedy Club - San Antonio TX - Dec 5-7Adam Ray as Bruce Robbins - with Harland Williams and Brad WilliamsThe Comedy Store - Nov 12WEBSITE: AdamRayComedy.comINSTAGRAM & TWITTER: @AdamRayComedy FOR MORE WITH RUDY PAVICH: INSTAGRAM: @rudy_pavichWEBSITE: www.rudypavichcomedy.comSubscribe to The Adam Carolla Show on Substack: https://adamcarolla.substack.com/LIVE SHOWS: November 6 - Boston, MANovember 7 - Buffalo, NYNovember 8 - Duluth, GAThank you for supporting our sponsors:BetterHelp.com/CAROLLAoreillyauto.com/ADAMQuo.com/ADAMSELECTQUOTE.COM/CAROLLASHOPIFY.COM/carollaPluto.tvSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode Toby sits down with Drain vocalist Sammy Ciaramitaro for a part 3! He chats about getting married and his wife, Living Proof, Tim's cancer and him recovering, graduating college, new album with a producer, straight edge, surfing, jiu-jitsu, social media, cinema, the fans being number one, playing all different kinds of fests, the music business, gate keeping, their new album ...IS YOUR FRIEND and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Christopher Lochhead, the renowned “Godfather of Category Design,” recently took the stage at the Constellations Connected Enterprise 2025 conference and delivered a blistering wake-up call to every business leader, entrepreneur, and innovator hoping to surf the current wave of AI disruption. Far from celebrating the AI gold rush, Lochhead warned that almost everyone is about to repeat the same mistakes of the past, chasing after existing markets, adding AI features like “copilots” or assistants, and calling it innovation. Drawing from his decades of expertise and path-breaking research, He then laid out a blueprint for actually leveraging AI for exponential value: it's about category design, not incremental improvement. Here are three powerful takeaways from his masterclass that every forward-thinking leader needs to know. You're listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let's go.   Chasing “Better” Dooms You to Mediocrity Lochhead's central thesis is as provocative as it is true: companies that use AI to make existing products just a little better are doomed to fail. He calls this the "existing market trap." Instead of designing the future, most businesses simply bolt AI onto their old offerings, thinking it will make them competitive. But "if your strategy involves simply bolting on an AI assistant or copilot, you're making a pussy move and you're fucked." Lochhead points out that companies making this mistake are chasing a market that's already been designed by someone else. And in those markets, 76% of all the value goes to the category king (think OpenAI with ChatGPT). The rest fight for scraps, regardless of whether their AI copilot is a little nicer, faster, or more user-friendly.   Winning is About Creating the New, Not Improving the Old The path to massive value in the AI era lies in doing what legends like Sam Altman, Jensen Huang, and Steve Jobs did: creating entirely new categories that didn't exist before. Lochhead illustrates this with both tech giants and quirky startups. He jokes about how Liquid Death became a force in the water business not by making better bottled water, but by launching “canned water”; an entirely new way to experience an old product with legendary branding and a distinct point of view. The same lesson holds for technology: “Different wins, better loses.” Lochhead encourages companies to listen to the language they use; calling your new AI product an “assistant” or “copilot” puts it in the sidecar, not the driver's seat. In contrast, declaring your invention as a new category not only reframes the problem, but magnetizes the future (as when OpenAI refused to call its core product a database, instead introducing the “large language model”).   The Courage to Create: Why Category Design Demands Boldness Lochhead doesn't sugarcoat the difficulty of this path. Category design requires courage: “Grow a set of balls,” he tells the audience when asked how to nurture a creator's mindset. This isn't reckless advice; it's a recognition that in an AI-powered economy, the value of existing knowledge is collapsing toward zero. The knowledge worker, as Peter Drucker defined it, is being replaced by the knowledge contained within AI itself. The only safe (and rewarding) place is at the edge, inventing net new knowledge and value. In other words, creating the future instead of merely extending the present. Lochhead challenges all of us: “Do you really want to spend the last however many years of your career making the status quo incrementally better? Or do you want to spend whatever's left of your work life making a massive material difference?” To hear the full episode from the man himself, download and listen to this episode.    We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners.

The hosts break down Recess' $30 million raise, pound shots of olive oil, and wonder if Ben Stiller's nostalgic soda brand can make it in middle America. Oh, and someone bottled a hot sauce wrapped in a real $100 bill.  Show notes: 0:25: Take Your Best Shot. Deadlines, People. Pivot & Win. A Benny With Every Bottle. Ben's Beer. – The show opens with a sampling of Kosterina's new high-phenolic extra virgin olive oil shot, which has a spicier kick that some of the hosts realize. Ray reminds listeners that Oct. 31 is the deadline to submit nominations for BevNET, NOSH, and Brewbound's Best of 2025 Awards and is also the last day to submit applications for the upcoming edition of the New Beverage Showdown. The conversation turns to Recess' $30 million Series B funding round, and how the brand has successfully evolved from CBD-based drinks into a broader mood and relaxation brand. They highlight Burn Rate, a unique brand of hot sauces in which each bottle is wrapped in a real $100 bill. They discuss how the project doubles as a marketing stunt and a commentary on startup spending culture. They also feature Ginger Bee Tea, a honey-ginger blend inspired by a traditional Korean tea remedy, and sample Stiller's Soda, a new brand launched by actor and filmmaker Ben Stiller. White they praise the familiar, nostalgic taste of Stiller's Soda, they question whether the founder's celebrity backing will help it stand out in a competitive market. Melissa introduces Magic Spoon's new protein treats and Jacqui shares Alkaline Coffee Company, a new low-acid, mineral-treated cold brew, before Ray invites listeners to send in new product samples for tasting and to leave a five-star review on Apple Podcasts for a chance to receive a free Taste Radio T-shirt. Brands in this episode: Kosterina, Health-Ade, Liquid Death, Recoup, Poppi, Bai, Recess, C4, Trip, Taika, Burn Rate, Onima Pantry, Ginger Bee Tea, Dr. Brown, Stiller's Soda, Magic Spoon, Mezcla, Alkaline Coffee Co., High Tail, Wynk

In this episode of BRAVE COMMERCE, recorded live at Groceryshop 2025, Sarah Hofstetter and guest co-host Andrea Steele sit down with Benoit Vatere, Chief Media Officer at Liquid Death, for a candid and energizing conversation about what it really takes to build modern commerce partnerships that move the needle.From launching a viral college-themed campaign with Amazon to pushing the boundaries of brand collaboration, Benoit shares how Liquid Death ties breakthrough creativity directly to retail outcomes. He discusses the importance of treating retailers as strategic partners, why the media industry needs to stop overcomplicating retail media, and how to stay focused on what truly drives awareness and conversion.As a first-time CPG executive with an entrepreneurial background, Benoit brings an unfiltered perspective on navigating legacy dynamics with fresh thinking. He also reflects on the bold decision that brought him from France to the U.S. to chase the American dream.Key takeaways:Creativity must convert. Benoit shares how Liquid Death aligns bold ideas with retailer objectives and transaction points to maximize both impact and measurability.Retailers are partners, not gatekeepers. Success comes from building together, listening well, and treating retail media as a shared opportunity rather than a cost center.Bravery is a mindset. From career moves to creative risks, Benoit's story is a masterclass in taking chances, building momentum, and staying relentlessly focused on outcomes. Hosted on Acast. See acast.com/privacy for more information.

What makes people trust you faster, remember your message longer, and say “yes” more often? Behavioral science has the answers. In this episode, AJ and Johnny sit down with behavioral science expert and author Richard Shotton to break down the psychological tactics behind persuasion, trust, and influence that anyone—not just brands—can use. From the power of concrete language to the pratfall effect, messenger bias, social proof, and scarcity hacks, Richard explains why these timeless psychological triggers work just as well in networking and sales as they do in billion-dollar marketing campaigns. Whether you're trying to stand out in a crowded room or get people to take action, these strategies are your edge. What to Listen For [00:00:00] Why ancient persuasion tactics still work today [00:00:53] Abstract vs. concrete language — why clarity wins [00:05:20] How Apple's “1000 songs in your pocket” made history [00:09:59] Why simple language makes you seem smarter [00:12:21] The pratfall effect — why flaws make you more likable [00:14:42] How to use the messenger effect to boost credibility [00:21:16] Social proof done right (and why most people get it wrong) [00:30:56] Scarcity and the pumpkin spice effect — why limits drive desire [00:36:23] Zeigarnik effect — the open loop that holds attention [00:51:40] Distinctiveness and the Liquid Death effect [00:55:42] How breaking small conventions signals status [00:57:05] Why giving people control boosts persuasion A Word From Our Sponsors Stop being over looked and unlock your X-Factor today at ⁠⁠⁠⁠⁠⁠unlockyourxfactor.com⁠⁠⁠⁠⁠⁠  The very qualities that make you exceptional in your field are working against you socially.  Visit the ⁠⁠⁠⁠⁠⁠artofcharm.com/intel ⁠⁠⁠⁠⁠⁠for a social intelligence assessment and discover exactly what's holding you back. Indulge in affordable luxury with Quince. Upgrade your wardrobe today at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠quince.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for free shipping and hassle-free returns. Grow your way - with Headway! Get started at ⁠⁠⁠⁠⁠⁠makeheadway.com/CHARM ⁠⁠⁠⁠⁠⁠and use my code CHARM for 25% off. Ready to turn your business idea into reality? Sign up for your $1/month trial at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠shopify.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Need to hire top talent—fast? Claim your $75 Sponsored Job Credit now at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Indeed.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. This year, skip breaking a sweat AND breaking the bank. Get your summer savings and shop premium wireless plans at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠mintmobile.com/charm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Save more than fifty percent on term life insurance at ⁠⁠⁠⁠⁠⁠SELECTQUOTE.COM/CHARM⁠⁠⁠⁠⁠⁠ TODAY to get started  Curious about your influence level?  Get your Influence Index Score today! Take this 60-second quiz to find out how your influence stacks up against top performers at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠theartofcharm.com/influence⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Episode resources: Hacking the Human Mind: The behavioral science secrets Richard Shotton: Behavioural Science Check in with AJ and Johnny! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠AJ on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Johnny on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠AJ on Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Johnny on Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Art of Charm on Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Art of Charm on YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Art of Charm on TikTok Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode Toby sits down with Mindforce vocalist Jay Petagine! He talks about upstate NY, traveling to the city, hardcore in the 90's, soccer, sports and life lessons, hardcore ruining sports for him, music for broken people, graffiti, being a teacher, Leeway, underground hip hop, his parents, his influences and inspirations, gate keeping, other projects and more! Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/  

Liquid Death didn't happen by accident. Mike Cessario went from skateboards and punk bands to building a beverage brand that treats marketing like entertainment, not homework, and he's brutally honest about what actually moves the needle. With Jay Schwedelson, he breaks down packaging as the real moat, why they tested the brand before the product, and how to stay interesting when AI makes content cheap.ㅤGrab Liquid Death at your local store or online at www.liquiddeath.com, check out their sparkling lineup, and catch Mike at the upcoming Guru Conference for a deeper dive into their marketing playbook.ㅤBest Moments:(02:45) From punk bands and agency life to launching a product so he could finally be the client(05:04) Why water was the wedge - biggest category, boring brands, plastic everywhere, then a portfolio beyond plain water(06:55) Most products are commodities - brand and aesthetics win hearts, not tiny functional differences(08:40) The Facebook fakeout - 3M views and 80k followers before a single can existed, then used to raise money(11:50) Entertainment first and small bets - nothing over 150k, in-house beats a 650k “at cost” bid(13:40) Full-funnel media done right - broad awareness feeding precise mid-funnel and conversion work(16:10) AI as cost saver, not taste maker - youth backlash is real and craft still mattersㅤCheck out our 100% FREE + VIRTUAL EVENTS! ->Guru Conference - The World's Largest Virtual EMAIL MARKETING Conference - Nov 6-7!Register here: www.GuruConference.comㅤCheck out Jay's YOUTUBE Channel: https://www.youtube.com/@schwedelsonCheck out Jay's TIKTOK: https://www.tiktok.com/@schwedelsonCheck Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/ㅤMASSIVE thank you to our Sponsor, Marigold!!Email chaos across campuses, branches, or chapters? Emma by Marigold lets HQ keep control while local teams send on-brand, on-time messages with ease.Podcast & GURU listeners: 50 % off your first 3 months with an annual plan (new customers, 10 k-contact minimum, terms apply).Claim your offer now at jayschwedelson.com/emma

Geoff, Gavin and Andrew talk about Connecticut style pizza, King of the Hill, junk journaling, crime scene, Andrew's chair update, xbox microphone, Smee, livestreaming, GTA Ghost Hunting, numbers, on your side, weighted eye mask, discomfort sleep, water cut off, eating before bed, sheet rotation, Squashies, sandbags, Liquid Death, Cosmic Crisp, hidden item, hearing test, ear trust, Andrew's glasses, Walton Goggins, Regulation Shirt winner, marcthefrog, and Lego Party. Sloppy Joe's Bingo on October 31 @ 9pm CT on https://twitch.tv/theregulationpod Sponsored by ZocDoc. Go to Zocdoc.com/regulation and download the Zocdoc app to sign-up for FREE and book a top-rated doctor. #sponsored Also sponsored by Factor. Thanks Factor! Go to FACTORMEALS.com/REGULATION50OFF and use code REGULATION50OFF to get 50% off your first box plus Free Breakfast for 1 Year. Offer only valid for new Factor customers with code and qualifying auto-renewing subscription purchase. Support us directly at https://www.patreon.com/TheRegulationPod Stay up to date, get exclusive supplemental content, and connect with other Regulation Listeners. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode Toby sits down with Pain Of Truth vocalist  Michael Smith! They chat the Long Island scene, Hangman, Pain Of Truth, quitting a good job to tour, having features on the record, Daze Records, getting Freddy on the record, what hardcore is, his brothers, sobriety, hardcore connecting everyone in different places, the old and the new generation, Seinfeld, hip hop, and more! https://www.instagram.com/michaelbriansmith Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/

In this episode Toby sits down with Combust vocalist Andrew Vacante! He talks about doing merch for Terror, Staten Island, his first shows, picking up bass first, straight edge, getting in trouble in school, Combust, NYHC, the hardcore genre, social media, hardcore dancing, poker and more!  Please remember to rate, review and subscribe and visit us at https://www.youtube.com/tobymorseonelifeonechance Please visit our sponsors! Rockabilia- use code OLOC10 Rockabilia Athletic Greens https://athleticgreens.com/oloc Removery- code TOBYH2O https://removery.com  Liquid Death https://liquiddeath.com/toby Refine Recovery https://www.instagram.com/refinerecoverycenter/