How Liquid Death Built Demand Everywhere

In this episode of the Better Advertising with BTR Media podcast, Destaney interviews Natalie Cotter, who shares her experience working with disruptive brands like Liquid Death and her current role advising startup CPG brands on how to succeed online. Natalie emphasizes the importance of brand authenticity, leveraging marketplaces like Amazon and TikTok Shop, and understanding the balance between D2C and marketplace strategies. The conversation explores how brands can capitalize on off-platform marketing efforts for on-platform success, the shift from performance to brand marketing in the age of AI, and the significance of team alignment for achieving digital success. They also discuss the evolving landscape of e-commerce, including the role of AI, the rising costs of advertising, and the need for brands to stay curious and innovative.