![]() It was a little more design, like, "Let's just make stuff look nice, give it a good headline. I was there for a couple of years, but the same thing. It was this mix of design and some Goodby conceptual San Francisco agency, and that was cool. They were founded by a guy who was a Pentagram design partner guy, and then an old Goodby copywriter. So, then I got offered another job in San Francisco at another agency called Eleven. So then, I ended up leaving to go make a lot more money at another agency in Seattle that I really didn't like. And I didn't realize that in the world of agencies, an agency like that, how much of an anomaly that just truly disruptive, fuck you kind of approach really was. Including my internship there, almost two years. Worked on really cool stuff for a year and a half. But when I saw that they've made them, I was like, "I want to make that." So, it was kind of dead set on that. Most of the ads they'd made, I had never really even seen before. It was over the top, super smart, clever, cool. Because when I was in school, my buddy was an intern at Crispin in Miami and I saw the Hoopla book, I saw all this cool stuff that they made that to me felt very punk rock. It was the only agency I really wanted to work at. My first job out of school was at Crispin Porter + Bogusky in Boulder. ![]() Mike Cessario: Yeah, and it's kind of funny, but it was a result of the decline of my advertising career. And ultimately, this led to me eventually wanting to actually work in advertising and pursue that route in college.īarkley: Can you start with how you got to decide to create a product and a brand? Can you give us a little bit of the origin story? ![]() That stuff was always … was the beacon for me. Mike Cessario: Brands that were entertaining people, where the things they made felt, and I'd say that we do this with Liquid Death or at least we try to, where these things that they make feel more like they could belong on Saturday Night Live than they do with the rest of commercials or the rest of whatever. ![]() Appreciate it.īarkley: So, speaking of brands, is there a brand that you're inspired by that, whether it's for your own brand, but it's always been a little bit of a beacon? It's had the right attitude, the right mix of things, and maybe even a brand you can't live without. We can't wait to hear your thoughts on building brands for the future. Mike, thank you for joining The Whole Brand Briefing. Mike is building a very special and unique whole brand, and the way he's doing it is by combining health and edginess to create something quite special. Mike is the founder and CEO of the very irreverent water brand, Liquid Death. In a few seconds, we're going to hear from Mike Cessario. My name is Tim Galles, and I'm the director of the Whole Brand Project. This is The Whole Brand Briefing.īarkley: Hi, everybody and welcome to The Whole Brand Briefing. A whole brand is an organization that treats everything it does as the brand, from marketing ideas to business ideas, and all the ideas in between. Mike Cessario: What's the brand mission? We're making health and sustainability 50 times more fun.Īnnouncer: Welcome to The Whole Brand Briefing, actionable ideas to help build a world with more whole brands. The following is a recent interview between the CEO + Founder of Liquid Death Water Mike Cessario and Barkley.
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