How Liquid Death's 40-year-old founder turned 'the dumbest name' and a Facebook post into a $700 million water brand

“The only way the brand would have a chance at survival is [that] the actual product itself has to be so insanely interesting, where so much of the marketing is baked into the product,” he said.

So, Cessario turned to a marketing trick he said his team at Liquid Death still uses today: What’s the dumbest possible idea? If you try to think of a smart... See more