What Is The 4 C's Of Marketing? Liquid Death Example

The 4Cs consist of the company, category, customer, and culture.

You start with research so you can come up with a 4Cs framework that enables you to come up with compelling ideas to stand out from the competition.

Let us navigate Liquid Death’s water advertisements and how they changed the game.

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[EngineerDJ_Julius]

I'm not a customer, but all respect and credit to the company and founder

[JackBeQuick]

Brilliant as always, Julian! This is one of the strongest brands in the market today. Excited to see them keep growing with the foundation of a bold brand.

[maenad]

Very educational video! Smart idea Liquid Death as a back drop for the information. Looked up Liquid Death to see funny ads but pleasantly surprised to find such an engaging video teaching me about marketing strategies!

[Mads]

Seen someone drinking it... I thought hey what's that? Went to the grocery store and saw cases then saw it was water! I wanted to get it based on the design and branding alone to see how it tasted but didn't. Then I thought... Wow these guys nailed the branding and strategy of this water. This is what I'm learning in Strategy Finishing School! Low and behold! 😂

[newdawnforall]

I use e a tool I created called three rings analysis. I separate company insights because essentially they boil down to commercial strategy and parameters. The three rings then deal with customer perception. The values and needs of the customer. The category and competition and the broader culture. The customer does not see into the company so I set that as a parameters for ideation related to the three rings.

[newdawnforall]

I see your consumer research as really category research. My own consumer research is more ethnographic and anthropological. What are the values and needs. How do the feel. How are these values and needs reflected in other parts of theor lives? What does that look like?

[jeromedesgroseilliers]

Hey Julian! Great video as always. I was wondering, how do you choose one particular insight for strategies on a page or creative brief, as you seem to have one per C?

[inhtaioan]

thank you for the expensive knowledge, can not learn at school.

[andrewlyew]

One more wall street pump that's all it is bro.

[olbrotherton]

Why do Brits add a vowel to the world "aluminum"? They say, for no apparent reason "aluminium". Makes no sense to me.