Good. That's what clear, careful and creative communications do well.
Big Gnome gets back to basics.
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Monday, April 27th, 2009
For most of you who know me personally, you know I’m in love with craft beer. For 4 minutes of inspiration, watch I Am A Craft Brewer. The quote that sticks out to me the most is “We don’t chase after trends. We create them.” That’s why I love being part of the craft beer movement (actually, it’s straight up family and community) and the unique, creative branding, PR and marketing efforts. Craft brewers create. The big guys simply chase – and have the advertising budgets to keep pushing the nasty.
But here’s the disconnect.
This has been on my mind for awhile. I’m disappointed when a craft brewery puts lip service into their brand about being radical, experimental, unique or bad-ass, and their product falls short. If your flight of craft beer is uninspired and forgettable, no amount of strategic messaging, advertising campaigns, quirky copy, or re-branding will matter. A forged personality will only take you so far before the poor quality product or service is exposed.
The positive call to action? Create (or drink) amazing beer. Be confident and unafraid in how you position your company. You may lose some of your audience. (But you’ll lose everyone if your product stinks.)
Tags: Add new tag, Branding, Craft Beer, I Am A Craft Brewer, Marketing Communications
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December 22, 2009
Thank you to Gil Gerretsen for sharing “Desiderata,” by Max Ehrmann via email earlier this week:
Go placidly amid the noise and the haste,
and remember what peace there may be in silence.
As far as possible, without surrender,
be on good terms with all persons.
Speak your truth quietly and clearly;
and listen to others,
they too have [...]
December 15, 2009
Life has been good at Big Gnome. Silent on the blog, a little more vocal on the Twitters, but we’ve been heads down working on some really cool work, including a rebranding for an IT security firm.
To take a moment from the grind, I started Monday off in more relaxed fashion: I met Cass Tyson, [...]
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