First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

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. But Gatorade is more than just a triumph of branding, it¿s a trusted product that has been scientifically proven to do what it claims to do. This book chronicles every astonishing milestone of the company¿s history. Rovell had access to the inventors, marketers, analysts and observers, and key company figures past and present. Rovell even identifies the 9 ¿Gatorade Rules,¿ business principles that have helped it 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. Photos.