First in Thirst

How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

Author: Darren Rovell
Pub Date: 2007
Your Price: $24.95
ISBN: 0814472990
Format: Hardcover

• Overview
• Praise for this book
• Introduction
• Press Release
• The Gatorade Rules
• History of Gatorade
• Table of Contents
• Request an Evaluation Copy, INSTRUCTOR ONLY!

Endorsements for First in Thirst

"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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