By Ted Wright

In this video, Fizz marketing leader Lenny Ross talks about the strategy that went into an unusual vehicle designed to spur conversations about the dangers hiding in your drinking water. Here is a transcript of the video: Hey everyone. We’re with Lenny Ross of Fizz. He’s going to take us on a tour of, what […]

By Ted Wright

It’s clear to us that the beverage industry is morphing from the old top down product introduction strategy to a business model similar to the cosmetics industry:  two or three players in each broad segment who specialize in distribution, manufacturing and advertising on a global scale and then lots of start ups who specialize in […]