“Unleash the Beast.” If I asked whose slogan you thought that was, I am sure many would say Monster energy right off the bat. Why is this? What makes it stand out? This particular energy drink is unlike any other. It has a following of people who love it. Read below to learn how this drink found its followers through its unique brand strategy.
What is a brand strategy?
According to AYTM.com, “A brand strategy is a long-term plan for the development of a successful brand to achieve specific goals.”
This means that a well-defined and executed brand strategy should affect all aspects of a business. It should directly connect to consumer needs, emotions, and competitive environments. It also involves how consumers perceive a brand. A brand should strive to create a base of consumers that, in turn, will support the brand in their own lives.
Monster’s Brand Strategy
Monster’s brand strategy focuses on teens and youths as its main market. Monster reaches out to and has directed most of its marketing to its core market of males ages 18 to 32. With such a young core consumer base, Monster energy drink marketing focuses on youth themes and strategies such as extreme sporting events and lifestyles like skateboarding, motocross, and surfing.
The most current trend in energy drinks marketing is from its users. The internet has played a huge part in the strategy as Monster has become the “gamer drink.” Their dangerous image, dark packaging, and oversized cans have created a strong persona in the growing energy drink market. With its unusual packaging, Monster creates an immediate synergy between its consumers and the company.
No Brand Media
How does a brand grow without spending a dime on advertising? By converting their target market into fans who influence and recruit their friends! Monster’s success lies in its ability to get the right people who bring the right energy. This isn’t the brand that will be presenting flowers and sugar anytime soon. By creating an ecosystem where their product is the center of all movement, Monster has sent the idea of “if you like it, great! If not, maybe your friend will let them try it.”
The Monster ecosystem is based on motorsports, action sports, e-gaming, and punk rock scenes. This market is similar to Red Bull’s market, but Monster brings a more aggressive, rebellious, and edgy personality to life. By being the angsty teen of the energy drink world, there is something “cool” about drinking one. In turn, this makes the client feel like they are choosing to be edgy. By allowing their fans to create the advertising, Monster’s image is what their community makes it. Monster can stand on its own because the consumers believe in the product.
Learn More About Trends and Internet Content
At Web Content Development, we know that creating a brand strategy can seem like a heavy task, especially if you are beginning. Our passion is helping you understand and connect with the community you fit best. Give us a call today at (800) 316-9664 to set up an appointment and learn how you can become a staple in your community.