Some marketers may become disenchanted with the tactics used by the brand and may even become active opponents, actively de-platforming the product and spreading negative sentiment about it. When there is nothing left to be said, no tactic left to be praised, no musing left to be muttered about the cleverness of the brand and its marketing when they have eschewed every novelty of the brand’s tactics, the attitude changes. Other bright lights appear, and they flee as quickly as they swarmed. As the product becomes more widely adopted, the excitement of the marketer wanes. However, like the firefly, they quickly burn out. The marketer may even go as far as creating entire campaigns around these products, hyping them up to the point of exhaustion. Threadlords rejoice: there’s a new brand doing something that is counter-cultural. As predictably as you can imagine, at the beginning of this cycle, marketers are easily impressed by flashy brand voice, merchandising, technologies, and trends eagerly promoting them to their audiences. Liquid Death has been a bright spot of growth since the DTC Downturn began in March of 2022. Like a firefly, they are attracted to bright objects. This behavior of quickly-peaking excitement can be described as a parabolic hype cycle, where the attention and excitement of a marketer peaks before the broad adoption of a product. Marketers are known for their short attention span and excitement, often jumping from one trend to the next in a never-ending search for the next big thing. The profession of the opponent, more often than not? A digital marketer. “It’s just water,” is the typical refrain of the naysayer. Wherever Liquid Death is mentioned, there will be haters. Contrast this with the recent negative retail news.Īnalyst Neil Saunders summed up the uproarious first week of 2023 beautifully: “Only 5 days into 2023 and we've had massive Amazon layoffs, a bankruptcy warning from Bed Bath & Beyond (though has been brewing for ages), 20% of staff laid off at Stitch Fix, Walgreens posting a $3.7bn quarterly loss, Victoria's Secret CEO exiting, Macy's announcing closures” Liquid Death is in the news this week due to explosive growth, with an October 2022 graphic floating around. Welcome to the first Friday of 2023, futurists.
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