Ammo Newsletter #017

Read on for 5 useful links, our latest Weird Growth episode, and apply for our winter internship.?Plus, Startup Weekend is back, and see how FMCG darling Liquid Death leverages brand to kill their competition.?

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Useful Links

Obsidian

A private and flexible note-taking app that adapts to the way you think.?

Flashback

The soul of a film camera, born in a digital era.?

Compound

A program for men’s preventative health and performance. Compound helps you unlock physical & mental performance by combining better habits with modern medicine.

Readwise

Readwise makes it easy to revisit and learn from your?ebook & article highlights. Sync your highlights from Kindle, Instapaper, Pocket, iBooks, and more.?

Baserow

Create databases and applications without code. Streamline your data management, collaborate in real-time, and scale with maximum flexibility.

Live from Cyberwest Summit 2024

Over 40% of small/medium businesses don't think they would survive a cyber incident.??

We spoke to Cecily Rawlinson , Director of CyberWest Hub Hub in a special mini edition of Weird Growth at CyberWest Summit this month.??

We spoke about the summit, plus how to break out of the cyber silo and increase awareness across multiple industries and businesses.

View Episode

Startup Weekend is Back

Startup Weekend is a fast-paced hackathon aimed at teaching people the foundations of building a startup.

You pitch a startup idea tonight, form a team, and then work to validate and build as much as you can before pitching what you've achieved to a panel of 'investors' on Sunday night.?

Through the weekend, teams are taught Lean startup principles to develop, test, validate and prototype an innovative business model.

It's tonight! Get tickets.

Spacecubed

Ammo Winter Internship Applications are Open

This is a great opportunity if you want to apply what you have learned at uni, pivot into startups, or are just curious about what it takes to scale marketing strategy for innovative businesses.

Some things you could be working on:

????The Weird Growth Podcast

???Social media content

??? This newsletter

Apply Now

Your Brand is Your Moat

By Alex Di Giovanni, Creative Director at Ammo

Blair Enns wrote in his book Pricing Creativity that “The moment the buyer cares who the seller is, is the moment a brand is born.” A powerful brand allows you to sell more, charge more and always know what to do next. Liquid Death is a perfect example of the power of the brand. Through branding, they’ve taken one of the least differentiated products on the planet, water, and created one hell of a moat?around their business.

Here are three ways they do it:

Packaging

It’s obvious from looking at it that Liquid Death’s product stands out on the shelf. In a world of transparent plastic bottles and mountain spring imagery, Liquid Death came in kicking and screaming to disrupt the bottled water market. It’s not just in the graphic design and the name, Liquid Death comes in a can, not in a bottle, a move that makes it feel closer to the beer and soda categories than water.?

Customer

Liquid Death chose a target customer early on that was unique in the bottled water market. Targeting the Straight Edge?subculture, Liquid Death understood that there are more teetotallers, vegans and environmentalists at a metal show than at a Taylor Swift concert. They gave them exactly what they wanted: water at a gig that felt like it understood their subculture.?

Lifestyle

Liquid Death sell water, but like all good brands, they’re selling a lifestyle. The company is essentially a media and clothing company on top of their core product, with pages of merch and memorabilia to choose from, high-production-value advertisements and even short films.

All of this allows Liquid Death to create a monopoly of choice when it comes to buying water. Their brand stands alone in a crowded market in the most competitive category of business. For Liquid Death customers buying water, there is no option 2.

Want to build a brand that your customers love? We can help.