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Liquid Death: Water Made Metal
內容大綱
Founded in 2017, the canned-water company Liquid Death had raised about US$125 million in venture capital funding and created a strong following within the punk and heavy metal communities. However, the brand was seeking to expand and needed to choose the best growth strategy, which involved deciding which customers to target, whether to develop new products or line extensions, how to continue to use promotions and communications to defend the brand's "cool" and eco-friendly image while appealing to a broader range of consumers, and how to stave off competitive threats.