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The Bull who withstood the Monster

In the CEO Afterlife

Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches. Today, Monster Beverage keeps chugging along at a phenomenal 30% annual growth rate.

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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

In his book In Search of the Obvious , Jack Trout argued that brands should strive to own one concept in the consumer’s mind; otherwise, “the more things you try to make [a brand] stand for, the more the mind loses focus on what it is.” One unifying theme. ” Take guests on a journey.

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