1- Rather than use focus groups to test its branding and messaging, New Belgium

Question

1- Rather than use focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision. Should New Belgium have used the more traditional approach to ensure the widest possible input to its marketing strategy?

2- NBB seemed to agonize over the use of the word “folly” in its advertising campaign. What do you make of the company’s struggle with this decision? Also, how do you personally feel about their use of the word?

3- New Belgium’s focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium’s distribution continues to expand away from that locale, how can the company make its branding and messaging resonate with consumers in different parts of the country?

4-The case mentions how the branding and communication strategy of Boston Brewing Company (makers of Sam Adams) shifted as the company grew. The positioning for Sam Adams changed from a folksy tone to one that looked to position Sam Adams in relation to Budweiser, Miller, and Coors. Does New Belgium face this same risk, or will the company be able to maintain its whimsical and personal touch with consumers? Explain.

Explanation / Answer

The question is from the case - "New Belgium Brewing". New Belgium Brewing Company was founded in 1991. The company was founded on the premise of its core values like fun and whimsy.

Now as the company is expanding it has to ensure that its branding and messaging is relevant and holds a meaning for consumers in different parts of the country. This can be done by undertaking proper primary as well as secondary research to understand the different values and cultures different parts of the country. Not all parts of the country will have the same values and culture as Colorado's so by gaining knowledge about the culture and value in a part of the country, the company can tweak its branding and advertising so as to better connect with the customers of that part.

This knowledge will help the company gain new ideas and adopt branding and marketing approaches that are relevant to a particular area without letting go of its unique brand attributes if being whimsy, fun and sustainable. They should stay truthful to their brand's key attributes and try and build long term bonds and relationships with customers in different parts of the country.

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