Mike Cessario
Liquid Death, Founder and CEO
EPISODE 248
Disrupt with discipline
They sold a $300 coffin. They made a candle with Ozzy Osbourne’s DNA. And built a $1.4B beverage brand doing it.
Mike Cessario, founder and CEO of Liquid Death, has turned irreverent ideas into a marketing juggernaut. But behind the stunts is a seriously disciplined approach to brand, strategy, and execution.
If you're building a challenger brand—or just trying to make people actually notice your product—don’t miss this episode.
You’ll also learn:
- How to earn attention, even on a tiny budget
- The kind of “unsafe” marketing ideas that break through the noise
- What challenger brands can do to beat the big guys
- Why you should market to the customers everyone else ignores
More from Mike Cessario
Small companies can't afford “safe” messaging
If you want to get people’s attention, you’ve got to take risks with your marketing. It’s how you earn the reach that the big companies pay for.
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Short (but powerful) leadership advice from entrepreneurs and CEOs of top companies like JPMorgan Chase, Target, Starbucks and more.
Clips
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Design your brand like you can’t afford advertising
Mike CessarioLiquid Death, Founder and CEO -
Great marketing can’t save a bad product
Mike CessarioLiquid Death, Founder and CEO
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Invent brands for people no one else is serving
Mike CessarioLiquid Death, Founder and CEO
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Use your opponent’s strength against them
Mike CessarioLiquid Death, Founder and CEO
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Stretch a small marketing budget by diversifying your spend
Mike CessarioLiquid Death, Founder and CEO
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Small companies can't afford “safe” messaging
Mike CessarioLiquid Death, Founder and CEO
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Don’t expect focus groups to give you real-world reactions
Mike CessarioLiquid Death, Founder and CEO
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The most innovative ideas sound ridiculous at first
Mike CessarioLiquid Death, Founder and CEO
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If you’re small, use agility to your advantage
Mike CessarioLiquid Death, Founder and CEO
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