Branding sometimes feels extremely conceptual. Its value is not as tangible as a product service. But while a solid logo or packaging is critical to branding success, a brand personality and voice is extremely important in creating an impactful impression. A recent branding victory has caught our attention. Liquid Death , a canned water brand, is a great example of bold branding that caught fire in the highly competitive water category. The video goes through the ins and outs of Liquid Death’s back story, less about the product and more about the how and why. Selling water isn’t a wholly original idea, far from it. It’s a saturated market with massively deep-pocket players such as Coca-Cola, Pepsi, etc. Why would anyone look to a red ocean scenario and run to it? We’re not talking about water, we’re talking about Branding. Liquid Death has taken on a brand identity, infused with humor, an idealogy, and has committed to it, fully. They’re not playing safe and are being rewar...