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Visit any sporting event, from a Saturday morning tee-ball game to primetime NFL football, from auto racing to marathons, from playground pickup games to world championships, and you’re likely to see them: bright orange coolers or plastic bottles of what in many ways is a magic potion. Somehow this funny-tasting specialty product has, since its modest origins 40 years ago, taken on a life of its own. It has become not only a must-have conditioning accessory for serious athletes and a staple of weekend warriors everywhere, but also a cultural icon and one of the most recognizable brands in the world.
Yet even more astounding than the unrivaled success of Gatorade are the stories and people behind it . . .
“Given its prominence and brand equity, it’s amazing we’ve had to wait until now to read the story about the domination of Gatorade. Darren Rovell will quench your thirst by deftly weaving the tale from its humble beginnings to its extraordinary market share and iconic brand status.”
— David Stern, Commissioner, National Basketball Association
“Without Darren Rovell’s First In Thirst, how would I know there was once a Gatorade called ‘ESPN the Flavor’? At last I understand how Chris Berman and Stuart Scott race through exhausting highlight packages without becoming dehydrated.”
— Bob Costas, Broadcaster, NBC and HBO
“The story of Gatorade’s wild success was just waiting to be told, and Darren Rovell is the perfect person to tell it. First in Thirst is a business book and a marketing book and a zeitgeist book, but most of all it’s just a terrific book to read.”
— Stephen J. Dubner, co-author of Freakonomics: A Rogue Economist Explores the Hidden Side of Everything
“First In Thirst chronicles why Gatorade has become the ‘oral imperative’ for athletes, just like spinach was for Popeye.”
— Joseph R. Castiglione, Director of Intercollegiate Athletics, University of Oklahoma
“Well dump a bucket of green juice over my head! What a great insider’s look at the building of a brand that people believe in.”
— Seth Godin, author, All Marketers Are Liars
“Being first, picking a shocking name, and using liberal quantities of PR are the three rules of brand building. Darren Rovell tells the fascinating story of one brand that did all three exceptionally well.”
— Al Ries and Laura Ries, co-authors, The Origin of Brands
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Book Description Paperback or Softback. Condition: New. First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon 0.8. Book. Seller Inventory # BBS-9780814410950
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Book Description Paperback. Condition: new. Paperback. Gatorade is an enthralling story, brought to life in bright color and sharp detail in this book as journalist and author Darren Rovell chronicles every astonishing milestone of the companys history.With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drinks first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorades iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan "Be Like Mike" endorsement deal.With refreshing candor, First in Thirst also offers an inside look at all the aspects that went into building the brand, such as:negotiations,battles,lawsuits,mergers and acquisitions,product strategies,lucky breaks,and even the mishaps that have attended Gatorades reign as the 800-pound gorilla of the sports-drink scene.First in Thirst identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what "deep-down body thirst" was, a team of university scientists had already invented something to quench it. This book is the story of the product and the company, and of Americas fascination with the one and only Gatorade. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780814410950
Book Description Paperback. Condition: new. New. Fast Shipping and good customer service. Seller Inventory # Holz_New_0814410952
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