027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life
MAFFEO DRINKS
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Crafting Successful Brands and Brand Mysticism
The chapter explores the art of creating successful brands, using the development of the Pathfinder non-alcoholic brand as a case study. It highlights the importance of storytelling, niche targeting, and maintaining brand essence through examples like Hendricks and Pilsner and Kell. Emphasizing authenticity and the avoidance of over-marketing, the chapter underscores the significance of returning to a brand's core identity for long-term success.
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