A client and I were recently analysing the surprising success of the canned water brand Liquid Death, now valued at over $700 million. In case you’re not familiar with it, Liquid Death is notable because the entire brand is essentially one big joke – it’s water (obviously a pure and healthy substance), presented in a “dangerous” heavy metal kind of... See more

• T Minus: Ooh, I quite like this – feels like this might be EMINENTLY THIEVABLE for a bit of easy brandwork (if nothing else it feels like you might be able to use this to game ‘website dwelltime’ stats, in the unlikely event any of should have that as a metric on your ‘do I get a payrise or bonus?’ bingo card). “T-minus is a collaborative online

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Duolingo's Super Bowl Steal

• Brands spend millions on Super Bowl ads, but Duolingo stole 84% of the conversation the next day.


• They achieved this by humorously 'killing their green owl with a test of the truck'.


• Dan Salkey uses this to illustrate that a small, clever social media moment can overshadow huge marketing investments.


• Memory is fleeting in

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