Big Gnome

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.)