LaCroix is deftly devoted to its zealots, and this is a classic case study of how lavishly loving your constituents is the best way to get them to buy more.

Actually - and ironically - people aren't really interested in a new brand form or flavor as much as they are interested in how a brand can change, impact, or improve their lives. They want brands around them that make them feel special and provide some social cache or confidence.

'Money' is never about money. It's an intellectual exchange for something that you believe will make you feel better.

Debbie Millman Quotes