What a $45 Water Bottle Teaches Us About Brand Strategy

In Brand Strategy

Despite owning many water bottles of all shapes and sizes, I paid $45 for a bottle last week. This bottle doesn’t necessarily do anything very differently to my other bottles, yet I deemed the purchase to be one of good value.

In this video, I talk about the three stages of the brand benefits ladder and how S’well has used these stages successfully to go from 0 to $100m in sales in less than seven years. It turns out that value is not only perceived in financial terms as evidenced by the tens of thousands of loyal customers the brand has.

How would you like to charge 2-3 times more for your product than your competitors? S’well figured it out and we’ll share how you can replicate their success.

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Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose, forging their unique story, building preference and driving margin.

Barry has been building award winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners, and customers.