Tetragrammaton. Advertising is something that most people universally hate.

And I think it's the one connective tissue with liquid death,

specifically, that I think resonates with people,

is it's not about, you think skulls are cool.

It's we're sarcastically using death in skulls to bring a humorous approach to something

that's really innocent and healthy.

The reason liquid death is working at Target with like Target moms who are not metalheads is,

I think that's funny that they're using a skull to brand something healthy.

And I can participate in something funny.

And, hey, the way that they market, like, I mean, we really think about advertising like entertainment.

And if you can entertain people, which is hard, anybody trying to

make it entertainment, like writing a hit TV show, a hit album, a hit anything is really

difficult. Advertising is easy. Anybody can make a good commercial because the bar is so low.

It's all just kind of garbage. But if you can

actually entertain people, they will follow your brand. Like, they will seek it out. And there's a

lot of data showing it. Like, if you can make someone laugh in marketing, it's like 91% of

people say that they have a better feeling towards the brand.

Because I think you've given them something of value. Like, marketing has no value. You're paying

to force someone to watch something. So it has no barrier on whether they like it or not.

They're so used to getting something that has no value when finally something

that is advertising gives them something of true entertainment value. They remember it. They kind of

appreciate the brand like, oh, you didn't just waste 30 seconds of my life just now. Thank you.

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