Brand Stages: Not What You Think (Probably)

I believe that the "Brand Life Cycle," that little curve we learn in Marketing, is often more myth than reality. Sure, brands evolve, but it's rarely a predictable, linear progression. Let's look at three big names, Celsius, Peloton, and Coca-Cola, and see what's really going on.

Celsius: Getting Noticed (It's Hard!)

Celsius, the "healthy" energy drink, is in the "development and launch" phase. Translation: they're trying to get anyone to notice them. It's a brutal fight for attention. How are they doing it?

• Product: They're playing the "better-for-you" card. "Clinically proven" ingredients, "no sugar" – the usual buzzwords. It's a crowded category, so differentiation (or the perception of it) is key here.
• Price: Competitive. They have to be. Discounts and promos are their friends right now. It's all about trial.
• Promotion: The usual suspects: social media, online ads, sponsorships. They need eyeballs.
• Place: Online and in select stores. They're pushing for wider distribution. Availability is everything.

Celsius is doing what it must do: shouting to be heard. Building mental availability is the name of the game in this stage. Are they building "brand equity" in some sense? Maybe. But first, they need to be known.

Peloton: The Growth Myth (and the Power of Penetration)

Peloton. The poster child for "growth stage," right? Explosive expansion, premium bikes, and a cult following. But let's be clear: growth comes primarily from penetration here.

• Product: High-end gear plus a subscription service. The recurring revenue is the smart part. It's a sticky ecosystem.
• Price: Premium. They're signaling quality and exclusivity.
• Promotion: TV ads, social media buzz, PR. They're building awareness and (most importantly) leveraging word-of-mouth.
• Place: Online and showrooms. The showrooms are a smart touch as they're letting people experience the product.

Peloton's success isn't about being in a "growth stage." It's about acquiring more customers, of all types. I would argue their "premium" positioning might even limit their long-term penetration potential.

Coca-Cola: The Master of Mental and Physical Availability

Coca-Cola. The "maturity stage" behemoth. They've been around for over a century. But "maturity" doesn't mean stagnation. It means they've mastered the fundamentals.

• Product: A huge portfolio. Coke, Sprite, Fanta, Dasani… they cover all the bases. Category dominance.
• Price: Competitive, with frequent promotions. They keep the volume flowing.
• Promotion: Massive. TV, sponsorships, social media… they're everywhere. Constant reinforcement.
• Place: Ubiquitous. You can buy a Coke almost anywhere on Earth. That's their superpower.

Coca-Cola isn't just resting on its laurels. They're relentlessly focused on being easy to buy. Mental availability (being thought of) and physical availability (being there) are their constant drivers. That's the lesson for any brand, regardless of its supposed stage.

My Takeaway: It's About the Fundamentals

The 4 P's are still relevant, of course. But I think framing them within a rigid life cycle could be a bit misleading. The real key, as these examples show, is building mental and physical availability. Get noticed. Be easy to buy. That's how brands grow, and how they stay big.

References

Celsius. (n.d.). Homepage. Retrieved from https://www.celsius.com/

Peloton. (n.d.). Company. Retrieved from https://www.onepeloton.com/company

The Coca-Cola Company. (n.d.). Homepage | Coca-Cola United States. Retrieved from https://us.coca-cola.com/