Beer Infinity Beer, Brewing & Beyond
| Falling down on the job here. Two posts at All About Beer to note. The first one concerns the importance of brands.
Let’s try a thought experiment. I’ll offer the name of a brewery and you notice the first few things that spring to mind. Ready? Sierra Nevada. Unless you’re really not into beer—and then, why are you reading this?—something should have popped into your head. OK, here’s another: Dogfish Head. Or here, try this juicy one: Lagunitas. We have strangely complex relationships with breweries. The mention of a name produces a tangle of impressions, memories, opinions, prejudices and emotions. Unlike many product companies—soap makers, snack food companies, pharmaceutical firms—breweries inspire feelings. You’ve had a lot more meaningful experiences with a beer in your hand than, say, doing laundry. The second tied into the first, springing up when owners sold Elsyian to AB InBev. What kind of challenges to a brand do new owners pose? Especially when part of your brand … |
Source: Beervana
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