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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.
We find that brand homes are most effective in combination with other communication and content platforms as part of a holistic marketingstrategy. They complement a brand’s investment in mass media, digital and direct marketing by providing a longer and lasting emotional experience. One unifying theme.
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