Beerlines

Insights on beer marketing & PR by a beer-war vet

Archive for the 'PR Warrior' Category

17 August
0Comments

Five PR tips in building craft beer brands

In the last beerlines post I interviewed PR Warrior Trevor Young as a vodcast. We discussed the current state of marketing communications for craft beer brands.

Here are five key pints points
that emerged from that interview:–

ONE: CONSISTENCY ONLINE & OFFLINE

  • an essential cornerstone of building a brand over time is consistency
  • the more you tweak and vary messages and positioning the less consistency develops
  • without consistency your brand finds it difficult to get any critical mass out there in consumer land
  • get the story right at the start so you don’t have to tweak – either online or offline
  • know your story and key messages cold!
  • retell that central songsheet consistently with consistency

TWO: PUT A HUMAN FACE TO YOUR BRAND

  • it’s what craft brewers can do that the big guys can’t Read more…