Bill Bernbach defined an industry.

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He knew that the business of building great companies is a business of great ideas. So did Liquid Death.

The undeniable power of creativity is something that feels ignored these days with marketers and agencies immersed in data and analytics.

Bernbach’s quote has never been more relevant—a necessary reminder of a truth lost on so many, especially in a world of parity offerings where differentiation appears elusive.

We’ve forgotten about human nature, that relationships, even business relationships, are built on emotion. We make emotional decisions and connect with things and ideas that move with us. Creativity is the conduit for that emotional connection.

But that was not lost on Mike Cessario, founder of Liquid Death. I mean, seriously, who enters a market dominated by major conglomerates to sell a wholly undifferentiated product? Water. Ok, flavored water.

There is nothing special about Liquid Death. Its main ingredient is water and carbon dioxide. And some flavoring. It’s got no magical ingredient. It is, without a doubt, a parity product in a category full of parity products backed by big players with a ton of money to outspend them.

But Cessario was not selling water. He was selling a brand. An idea. A beautifully crafted, creative, engaging idea that created its differentiation. And its demand.

And it is brilliant. If you doubt the power of creativity to drive differentiation, engagement, and loyalty, consider these numbers. In 2019, Liquid Death reported sales of $2.8M. The company's revenue saw a dramatic increase to $45M in 2021, further jumping to $130M in sales by 2022. The brand's valuation reflects its successful market strategy and growth, reaching a $700M valuation in recent years. This valuation is supported by the brand's ability to raise significant funding, totaling over $189M across eight rounds, further emphasizing investor confidence in Liquid Death's business model and market potential​.

Make no mistake: the intangible power of creativity in branding is a driver of significant and tangible financial value.