For Subscribers

Building a Brand

Natural Splash Beverages proves it's not ludicrous to think an entrepreneur can make a dent in the beverage industry.

By Peter Kooiman

Opinions expressed by Entrepreneur contributors are their own.

Increasing brand recognition is always a challenge forhomebased entrepreneurs, especially if you're competing withlarger, more established brands. Such is the case withMinneapolis-based Natural Splash Beverages. Over the next severalmonths, we'll track the fledgling bottled water company'sprogress in three installments. This is the first; check back inNovember for part 2.

To call Natural Splash founder Rodney Davis persistent is likecalling Bea Arthur unfeminine. Definitely true, but grosslyunderstated. "Possessed" is probably the right word forDavis. He trademarked the Natural Splash name nine years ago, buthe didn't incorporate the company until 1999. During that time,he peddled Natural Splash as a lemonade, limeade, strawberrylemonade and raspberry limeade. All the ideas spoiled. Literally."It was supposed to be refrigerated continuously, and it onlyhad a 90-day shelf life," says Davis. "It would get tostores and sit on the floor of their cooler because it wasn'tgetting put on the shelf. After 90 days, it spoiled, and I lost mytail, big-time. I basically shut down the brand for a coupleyears."

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

The Dark Side of Pay Transparency — And What to Do If You Find Out You're Being Underpaid
Thinking of a Career Change? Here Are 4 Steps You Can Take to Get There.
A Founder Who Bootstrapped Her Jewelry Business With Just $1,000 Now Sees 7-Figure Revenue Because She Knew Something About Her Customers Nobody Else Did
Everything You Need to Know About Franchise Law
Business News

Amazon Is Starting to Let Customers Know What Products Are Returned Often

The e-commerce giant has begun flagging certain items that were frequently sent back.

Marketing

Turn April Fool's Day Into a Marketing Success With These Innovative Strategies

April Fools' Day provides an exceptional chance for brands to connect with audiences in a fun and memorable way. Employ these marketing tactics to interact with your customers and enhance brand recognition.

Business News

'You Didn't Even Try': Aldi UK Ripped Online For Accidental NSFW Candy Shape

The marshmallow "Bunnies and Chicks" rolled out to stores just in time for the Easter holiday.

Money & Finance

Everything You Need to Know About Filing Your Taxes 2023

Tax Day is rapidly approaching. Here's everything you need to know before April 18.