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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July 19, 2010
If I told you I could spend my 30th birthday weekend at a conference, would you still be my friend?
Seriously, the Brand New Conference is on November 5th in NYC. Created by UnderConsideration, this conference will focus on the development of corporate and brand identity projects by some of the sweetest practitioners around the [...]
July 15, 2010
If you’re unhappy with your current place of employment, consider working at Etsy. They’re hiring – and developed a pretty hilarious little video about what goes into a day’s work at the company.
If Big Gnome and happiness didn’t exist in my life, I might have sent in an application.
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