Every brand has a story, and just like people, they go through different stages of growth. Some are just getting started, others are gaining momentum, and a few have become household names. In each stage, brands use the marketing mix (Product, Price, Promotion, and Place) to connect with customers and grow brand loyalty.

In this post, I’m spotlighting three brands at different stages of growth that I find interesting: Oatly (development), Liquid I.V. (growth), and Nike (maturity). Each one uses a smart mix of strategy and storytelling to stay visible, relatable, and meaningful to its audience. (Burtonshaw-Gunn,2008; Wheeler & Meyerson, 2024).

Brand in Development: Oatly

Oatly is one of those brands you recognize immediately when you see the playful packaging, the bold fonts, and the dry humor. It’s oat milk, but it’s oat milk with attitude.

Oatly Marketing Mix:

• Product: Plant-based, dairy-free alternative products, designed for health conscious and eco-consious consumers.
• Price: Premium, which reflects its ethical sourcing and niche identity.
• Promotion: Eye-catching design and quirky messaging, especially across social media.
• Place: Originally found in specialty health food stores, but now stocked at national grocery chains and coffee shops (including the one I work at!).

Impact on Brand Equity:

Oatly is still finding its place, but it’s doing a lot right. It’s using the 4Ps to stand out in a busy plant-based market (Burtonshaw-Gunn, 2008). What I admire most is how the brand connects emotionally. It doesn’t just sell oat milk. It sells a message of sustainability and individuality. Its packaging and tone are instantly recognizable, which helps build that crucial early brand recognition and trust (Wheeler & Meyerson, 2024).

Brand in Growth: Liquid I.V.

If you’ve seen an influencer mixing up a hydration packet before their workout, chances are, it was Liquid I.V. This brand has taken off in the wellness world, and for good reason.

Liquid I.V. Marketing Mix:

• Product: Single-serve drink powders in multiple flavors designed for hydration, energy, and wellness.
• Price: Slightly above standard drink mixes, but positioned as a health and performance upgrade.
• Promotion: Big presence on TikTok, YouTube, and through influencer and podcast partnerships.
• Place: Sold online at first, but now in big-name stores like Target, Walgreens, and Costco.

Impact on Brand Equity:

Liquid I.V. shows how to scale with style. It uses the 4Ps to build a clear, helpful brand image and it’s working. Social media content, wellness-focused messaging, and easy access at national retailers make it easy for customers to discover and trust them (Burtonshaw-Gunn, 2008). The brand also feels friendly and human, which helps create loyalty in a sea of wellness products (Wheeler & Meyerson, 2024).

Brand in Maturity: Nike

Nike hardly needs an introduction. It has been at the top of the game for decades. But what’s impressive is how it keeps things fresh, relevant, and emotionally connected.

Nike Marketing Mix:

• Product: Innovative shoes, athletic wear, gear, and tech (like the Nike app and smart gear).
• Price: Premium, with some tiered offerings for broader accessibility.
• Promotion: Legendary campaigns with athletes and causes; the “Just Do It” slogan remains iconic.
• Place: Everywhere. You can purchase Nike products online, in stores, and across the globe.

Impact on Brand Equity:

Nike continues to use the marketing mix not just to sell, but to inspire (Burtonshaw-Gunn, 2008). Its campaigns tell powerful stories, from equality to motivation, and that emotional pull keeps customers connected far beyond the checkout line (Wheeler & Meyerson, 2023). It’s a great example of how mature brands can evolve without losing their identity.

Bringing It All Together:

Whether a brand is just starting out, catching its stride, or at the top of its game, the 4Ps offer a roadmap to connection and growth. Each stage comes with its own challenges, and opportunities, but thoughtful strategy and authentic storytelling can carry a brand all the way.

From Oatly’s clever beginnings to Liquid I.V.’s influencer-fueled rise and Nike’s legendary status, these brands show how smart marketing from the heart, building lasting brand equity. As a future marketer, it’s exciting to see how creativity and strategy can come together to help brands grow, adapt, and thrive.

References:

Burtonshaw-Gunn, S. (2008). The essential management toolbox: Tools, models and notes for managers and consultants. John Wiley & Sons.

Wheeler, A., & Meyerson, R. (2024). Designing brand identity: An essential guide for the whole branding team (6th ed.). Wiley.

Liquid I.V. (2024). Our story. https://www.liquid-iv.com/pages/our-story

Nike, Inc. (2024). Nike homepage. https://www.nike.com