This is a good question. Lifestyle branding is a lot of work if you are trying really hard to be something as a brand that you’re not, or if you don’t have a solid brand identity to start with and are trying to jump on every trending cultural whim that blooms in society over the course of time. If you’re trying to jump onto something there’s probably a 50% chance you’re already too late. Further, the brands that are trying really hard to rebrand themselves, or aren’t quite sure who they are to start with will continue to struggle with this, and continue to work really hard because most often their efforts come off forced, and subsequently, un-authentic.
I think the difficult part of lifestyle branding is knowing what your brand is from the get and having a team that all is on the same page about it. If half your team thinks the brand is something else, or has some ulterior reason for wanting to change the vibe, you’re going to hit rough waters. On the whole, we’ve been lucky at Montucky, because we had the luxury of being able to set the brand, voice and tone in the beginning the way we wanted and spent a ton of time getting those pieces to reflect the irreverent, fun, nature of the company ahead of time.
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Visually, we’re fun, bright, retro, and irreverent, And our light lager follows this mindset in flavor profile, as does our voice and subsequent lifestyle(s) we portray across our different platforms. This has attracted employees whom also align with that vibe. That energy flows organically out to customers who in turn reinvent and re enforce these elements in their own way with us. It’s still a lot of work, but it cuts the guess work out, if everyone already is in the flow. But even then, though it’s been fairly easy to maintain and evolve overtime—it’s not a given. To keep a brand strong, you need a strong voice leading it that understands the landscape. When you start second guessing, you start tripping over your own shoe laces.
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