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Recommended Read: Of Course America Fell for Liquid Death

"Liquid Death, Cessario likes to say, is by no means unique in its focus on marketing. “Like every truly large valuable brand,” he told The Washington Post last year, “it is all marketing and brand because the reason people choose things 98 percent of the time is not rational. It’s emotional.” He has a point. And in recent years, marketing has become ever more untethered from the underlying products."

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