I?m an advocate of niche marketing ? but this may be taking it too far.<\/p>\n
According to an article in BusinessWeek (3\/14\/05, p. 14), companies in the ?energy drink? market ? highly caffeinated beverages selling for $2 a can ? are competing with Red Bull, which owns a 60% market share, by appealing to niches.<\/p>\n
But the idea of an ?energy drink? for some of these niches seems — to me, anyway — to be an oxymoron.<\/p>\n
For instance, a drink called BAWLS Gurana targets video game players. Well, my kids play these video games for hours on an end. And I can tell you that very little physical energy is required.<\/p>\n
Then there?s Bong Water, aimed at marijuana smokers. How much energy does it take to sit around, smoke weed, and get stoned?<\/p>\n
A third beverage, Kaballah Energy Drink, targets Jewish mysticism. I?m Jewish ? but why either Jews or mystics need their own energy drink is way beyond me.<\/p>\n
I know nothing about branding. So let me ask you branding folks out there:<\/p>\n
Isn?t a brand supposed to make a logical connection with the beliefs, desires, and character of the market it targets?<\/p>\n
Or is that totally irrelevant in today?s brave new world of hip and trendy marketing? <\/p>\n","protected":false},"excerpt":{"rendered":"
I?m an advocate of niche marketing ? but this may be taking it too far. According to an article in BusinessWeek (3\/14\/05, p. 14), companies in the ?energy drink? market ? highly caffeinated beverages selling for $2 a can ? are competing with Red Bull, which owns a 60% market share, by appealing to niches. […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-90","post","type-post","status-publish","format-standard","hentry","category-branding"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/90","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=90"}],"version-history":[{"count":0,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/90\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=90"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=90"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=90"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}