Ep#2 Start-Ups, Scale-Ups and Grown-Ups
Dan Murphy
SVP, Marketing
Liquid Death
Los Angeles
Connect with Dan
LinkedIn / Liquid Death
This week, we talk with the marketing chiefs of two strong, scaling brands, one that’s been brand-first from the beginning, the other later using brand to expand into new audiences. While they come from different categories, they’ve a shared reality: an emphasis on earned and shared media versus paid. One is unapologetically anti-traditional marketing while the other recognizes every touchpoint as a brand point. Canva is valued at $26 billion on recurring annual revenue in 2023 of $2 billion. Liquid Death has built a water business that’s valued at $700 million. Both remain private companies. And both create their campaigns internally. Thanks to Tracksuit (affordable brand tracking for modern-day brands) for sponsoring this series.
