Strategy, Marketing & Big Ideas
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“Our mission has always been to change how America thinks about beer.” Jim Koch, Founder of The Boston Beer Company, now the largest American-owned brewery.
Dear CMO:
Jim Koch clearly laid out his vision for The Boston Beer Company to me in a discussion we had a few months ago. Reading these words belies the power of [...]
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Dear CMO:
“Could a giant do what we do? It would be difficult because it’s not what they’re good at. They’re good at mass producing, very cost effectively, beers that appeal to the mass market… it’s not outside their capabilities, but it’s like McDonalds… could McDonalds make filet mignon? Sure, but it’s not the business they’re in. [...]
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Dear CMO:
I spoke with Eric Ryan, co-founder of Method, about how a brand can successfully struggle with internal brand tension and the fun of fighting for retail shelf space against competitors who spill more detergent at the loading dock than you manufacture. There were dozens of great nuggets from the conversation, but one in particular [...]
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