Pursuing Hardcore Loyalists


The founders of Clif Bar grew the privately held $235 million brand with no outside investment by initially going to endurance events like bike races, marathons and decathlons.

Racers ate the bar while competing, thus putting the bar through the most scrutinizing tests.  This strategy meant Clif Bar would only either win big or fail miserably.

The company literally created a culture and demand by first winning over the devout in certain niches – whom typically lead cult like trends. Way cheaper and more fun than the traditional sales route!

via Wall Street Journal
pic Nike/Clif Bar event


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