Captain Remix Craft Beer Brand Strategy
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Transcript of Captain Remix Craft Beer Brand Strategy
CAPTAIN REMIX BEER BRAND STRATEGY
NOVEMBER 2014
BRAND PROCESS
> STRATEGIC BRAND ANALYSIS
> BRAND STRATEGY AND ARCHITECTURE
> BRAND EXPRESSION
> INTERNAL BRAND ADOPTION
> LAUNCH AND EXTERNAL BRAND ADOPTION
! BRAND MOMENTUM
Determine how the brand will support the business strategy by fully understanding the current situation.
Articulate the brand vision. Develop clear, strong brand distinction.
Invoke the feeling of the brand shift through copy tone and voice as well as visuals to increase understanding and engagement.
Cultivate buy-in and internal advocates for the change via clear, accessible communication.
Launch strong brand messaging to customers, channel partners, investors and the media.
Ongoing strategy planning, measuring and adjusting for maximum market penetration.
COPYRIGHT © 2014 COHN
OUR BRAND PROCESS
3
CAPTAIN REMIX CRAFT BEER
COPYRIGHT © 2014 COHN
NEVER BORING; ALWAYS EXPLORING
Nothing new comes from normal.
• Captain Remix keep customers, fans and admirers satiated with a new brew every month.
• Beer tours and test lab. Think Willy Wonka’s Chocolate Factory for adults, the Remix tours
allow visitors the unique ability to live the life of a brewer for a few hours, enjoy a tasting
and submit flavor concepts for consideration to be the monthly brew.
• The Captain Remix owners have more than 20 years collectively in the brewing industry
and bring that experience, along with a drive to test boundaries, to Captain Remix
products.
USP 1
5
COPYRIGHT © 2014 COHN
UNEXPECTED BREW; UNEXPECTED EXPERIENCE
You can’t put a label on unique.
• Captain Remix surprises fans and advocates with regular underground launch events to
celebrate new flavors. When and where is all part of the surprise.
• Tours, events, and mobile / location-based applications keep customers involved on a
variety of levels.
• Every beer is named by customers, fans, advocates and even cynics.
• Direct line to the brand; experts are on call to answer questions, provide
recommendations, give you the inside “scoop” on underground and intriguing local
events/activities.
USP 2
6
COPYRIGHT © 2014 COHN
DON’T SETTLE; BE RESTLESS
A beer rooted in progression.
• Captain Remix embraces new technology / platforms; e.g., “Whisper” or iBeacon while
also staying true to the tactile and social nature of the product. The product is on a
constant mission to connect the physical and digital worlds.
• Captain Remix owners teach brewing classes across the country, always looking to
expand their knowledge and improve their craft.
• Fans and customers are the driving force behind the products Captain Remix delivers. As
long as fans engage through tours, brewing sessions, mobile apps, launch events, social
channels, etc., and continue to provide input, the more product and access to Captain
Remix customers will be granted.
USP 3
7
BRAND STORY
COPYRIGHT © 2014 COHN
CAPTAIN REMIX BRAND STORY
Have you ever heard the saying, “if it ain’t broke, don’t fix it.” Screw that. Captain Remix
Craft Beer is rooted in the idea of breaking the mold to see if a better product can emerge.
With a long and successful history in the craft beer industry, owners Chuck and Ginger set
out to create their own product that was gregarious, unexpected and stood out In a state
that is already known for producing some of the best craft beer brands in the world. Captain
Remix beer was born from the desire to test the boundaries of the industry and bring its
customers and admirers into the secret world of brewing. From funky brews to
underground launch parties, this beer is made for those who are comfortable in their own
skin, adventurous and passionate about craft brews.
BRAND STORY
9
BRAND PROMISE
COPYRIGHT © 2014 COHN
CAPTAIN REMIX BRAND PROMISE
Whether its brews, appearances or simply rumors, Captain Remix beer will keep you talking.
Beer is meant to be fun, social and and an indulgence; that is the experience Captain Remix
strives to create. Customers will not only have input on the product but the more
engagement the more Captain Remix will give back. With Captain Remix’s brewing prowess
and the customers passion, there are no boundaries.
BRAND PROMISE
11
BRAND ESSENCE
COPYRIGHT © 2014 COHN
BEER YOU TALK ABOUT.
BRAND ESSENCE
13
KEYWORDS
COPYRIGHT © 2014 COHN
BRAND KEYWORDS
• Gregarious
• Outgoing
• Passionate
• Quality
• Unexpected
• Underground
• Community
• Engaged
• Steampunk
• Adventurous
• Quirky
• Half-step ahead
KEYWORDS
15
• Fueled by customers
• Listening
• Interactive
• Eclectic
• Inclusive
• Independent
• Evolutionary
• Finger on the pulse
• Omnipresent
• Custom
• Agile
• Local