Beer Branding Trends
64 episodes - English - Latest episode: 12 days ago - ★★★★★ - 13 ratingsConversations with CODO Design on building stronger craft beverage brands.
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Episodes
062 - Defining Your Brand Equity: Fast & Slow
April 16, 2024 07:00 - 24 minutes - 22.7 MBPoints of discussion: 1. 2024 Beer Branding Trends Report - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
061 - 2024 Beer Branding Trends Report Overview
April 01, 2024 07:00 - 1 hour - 69.6 MBPoints of discussion: 1. 2024 Craft Beer Branding Trends 2. Join the Beer Branding Trends Newsletter to receive exclusive insights 3. How to design better merch 4. How to scale the Sub Brand Ladder 5. Modular Brand Identity Systems 6. Hop Water - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed t...
060 - Let's talk Hard Cider
March 19, 2024 07:00 - 25 minutes - 23.9 MBPoints of discussion: 1. Our wonderful travel experience headed out to CiderCon. 2. Hard Cider segment overview 3. There are several multi-regional cideries that would land in the top 50 breweries by production volume 4. All eyes on Angry Orchard (and Boston Beer's quizzical lack of investment in the brand) 5. Defining Hard Cider 6. Should your brewery launch a Hard Cider? 7. Brand Architecture & Fourth Category beverages we're seeing in cider 8. How far away from apples can you...
059 - How We Built The 'Cold Drinking Beer' Brand (feat. Virginia Beer Co.)
March 05, 2024 09:00 - 44 minutes - 41.2 MBPoints of discussion: 1. Building the Cold Drinking Beer Brand. [Case Study] 2. The Virginia Beer Co. - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
058 - Q&A: Can you rebrand in-house? Plus, what do we think about the BA’s independent seal
February 20, 2024 08:00 - 26 minutes - 24.6 MBListener submitted questions: 1. Can a brewery handle its rebrand in-house or should this always be outsourced? 2. Does CODO prefer branding new breweries or rebranding established ones? 3. Did CODO ever considering opening a brewery? Plus, what beverage category would we launch right now if we were in the market to? 4. Do you think it's worth putting the Brewers Association's Independent Seal on packaging these days? 5. How should we deal with a delicate IP / beer naming situation? ...
057 - All Rebrands Should Lead to Growth
February 06, 2024 09:00 - 20 minutes - 19.1 MBPoints of discussion: 1. Should all brewery rebrands lead to growth? 2. On Fat Rare and Samuel Adams' recent rebrands. 3. Various reasons for rebranding we've heard from our clients: - “Our packaging is all over the place visually. And with 25+ new releases per year, it's always getting worse.” - "We've got multiple locations now and want to develop a consistent look and experience that spans the entire company." - “We’re not really sure what our story is. Sure, we’ve grown a lot an...
056 - In Defense of the Branded House
January 23, 2024 08:00 - 22 minutes - 20.3 MBPoints of discussion: 1. What is a Branded House? 2. In defense of the Branded House [BBT Newsletter] 3. Beverage Brand Architecture Continuum 4. The Branded House for the new brewery 5. The Branded House for an established brewery coming out of a rebrand 6. Mission Brewing's rebrand as an example - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Jo...
055 - Rebrand vs. Brand Refresh, Revisited
January 09, 2024 08:00 - 16 minutes - 15.2 MBPoints of discussion: 1. "Do you think this will be a rebrand or a refresh?" 2. Craft Beer, Rebranded - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
054 - Year End Action Items
December 05, 2023 08:00 - 27 minutes - 25.3 MBPoints of discussion: 1. Cody is too jacked. It's distracting. 2. Start building your email newsletter list. 3. Start emailing your list. (Revelatory!) 4. Build a *rough* content marketing plan. 5. Build your media library 6. Intellectual Property hygiene 7. Take care of yourself. (Yes, you.) - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,50...
053 - What is a Legacy Brewery?
November 21, 2023 10:00 - 18 minutes - 16.6 MBPoints of discussion: 1. What is a Legacy Brewery? [BBT Newsletter] 2. Traditionally defined as ~25+ years old 3. CODO defines a Legacy Brewery as any group that came to market around the start of the craft beer boom in 2010 4. The amount of breweries that opened in your market after you is more important than your overall age 5. Advice for Legacy Breweries 6. Lean into your historicity - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or ...
052 - Embracing the Staggered Rebrand Launch
November 07, 2023 09:00 - 25 minutes - 23.2 MBPoints of discussion: 1. Embracing the Staggered Rebrand Launch [BBT Newsletter] 2. Craft Beer, Rebranded 3. Triage your key brands 4. Mind (and manage) your public messaging & storytelling 5. Launch your digital footprint now 6. Launch your new mech now 7. On "prolonging the magic" 8. Take a deep breath. Will anyone remember? 9. What revenue / profit are you leaving on the table by not launching now? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com ...
051 - How to Design Better Merch
October 24, 2023 08:00 - 27 minutes - 25 MBPoints of discussion: 1. How to design better merch [BBT Newsletter] 2. Your merch is a direct reflection of your business 3. Your merch can reinforce your positioning and brand story 4. So what style of XYZ (a shirt or hat) should you offer? 5. Think beyond your primary logo (give your fans winks & nods) 6. Create merch drops & scarcity 7. Create a beautiful retail footprint (please exit through the gift shop) 8. Should you sell your merch online? - Learn more at: www.craftbeer...
050 - Designer Q&A!
October 10, 2023 08:00 - 46 minutes - 42.7 MBPoints of discussion: Cody and Isaac remark on CODO's 14th anniversary without much fanfare. — Q1: Did design school prepare you for running a business? Q2: I just got done listening to your podcast episode on naming a brewery. My question to you is how many names do you provide a client? I recently provided 35 to a client for their own personal brand. Do you think that's too many or too little? I personally think I probably could have gotten away with just providing 15-20 But I'm just c...
049 - How to Future Proof Your Brand
September 26, 2023 08:00 - 17 minutes - 15.6 MBPoints of discussion: 1. https://beerbrandingtrends.com/how-to-future-proof-your-brand/ 2. Consistency, Relevancy and Advertising $$$ 3. A compelling point of view and immutable cultural relevance 4. What dragon are you slaying? 5. Cody rocks a grim reaper air freshener? 6. On simple, iconic marks (+ a limited color palette and consistent iconography) 7. And then spend hundreds of millions of dollars on advertising (easy peasy!) — Learn more at www.craftbeerrebranded.com - Have ...
048 - Managing the In-House / External Agency Dynamic
September 12, 2023 08:00 - 32 minutes - 29.6 MBPoints of discussion: 1. How has the in-house vs. external agency dynamic evolved over the last decade. 2. Why are designers such assholes? (Were we born this way?) 3. Why we advocate for breweries to build in-house teams. 4. “Look how the massacred my boy.” 5. A few common arrangements between in-house groups and an external agency (strategy + execution, strategy + some execution, all strategy and no execution, no strategy and all execution). 6. How we work with an in-house to team to...
047 - Best Practices for Remote Work with a Branding Firm
August 29, 2023 08:00 - 28 minutes - 26.1 MBPoints of discussion: 1. Why are people historically apprehensive about working with an agency that isn’t local to them? 2. The biggest concern—how will we learn about your brewery’s culture and market if we’re not from your state? 3. This begin with thorough kickoff homework—art direction, competitive set audit and possible brand audit work. 4. Travel us the easiest way to navigate this issue. But what if we can't travel? 5. Why collaboration and upfront brand strategy is even more cru...
046 - How to Scale the Sub Brand Ladder (Sub Brand Summer Ep. 03)
August 15, 2023 08:00 - 29 minutes - 27.5 MBPoints of discussion: 1. How to Scale the Sub Brand Ladder [Newsletter] 2. Your Band Architecture isn't a static thing. 3. You can scale up and down the Beverage Brand Architecture Continuum over time. 4. How to develop a fanciful brand name [Podcast] 5. Fernson Brewing's package refresh 6. Sub Brands vs. Endorsed Brands [Newsletter] 7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 8. On variety pac...
045 - Sub Brands vs. Endorsed Brands (Sub Brand Summer Ep. 02)
August 01, 2023 08:00 - 21 minutes - 20.1 MBPoints of discussion: 1. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter] 2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter] 3. CODO's 2023 Beer Branding Trends Review 4. The role of the parent brand in Brand Architecture 4. Beverage Brand Architecture Continuum 5. Beverage Extension Assessment Tool (B.E.A.T.) - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com -...
044 - Why Are Sub Brands So Hot Right Now? (Sub Brand Summer Ep. 01)
July 18, 2023 08:00 - 21 minutes - 19.9 MBPoints of discussion: 1. Sub Brands. So hot right now. [Beer Branding Trends Newsletter] 2. CODO's 2023 Beer Branding Trends Review - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
043 - When to Refresh Your Packaging (Pro Tips)
June 20, 2023 07:00 - 28 minutes - 26.5 MBPoints of discussion: 1. Evolution vs. Revolution 2. What is a package refresh? 3. Why (and when) do breweries do this? 4. Common pain points that lead to package refreshes 5. Common goals and objectives in these projects 6. On hierarchy and packaging hierarchy 7. What if a brewery has a terrible logo and wants to keep it? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: h...
042 - Refreshing Fernson's Packaging (feat. Fernson Brewing)
June 06, 2023 07:00 - 37 minutes - 34.2 MBPoints of discussion: 1. Fernson Brewing 2. Beer & Loathing Across the Lonesome Prairie 3. How has Fernson's identity shifted over the last 8 years? 4. Fernson's thoughts on Brand Voice 5. Monolithic naming vs. Fanciful Names and Sub Brands 6. Why Fernson started naming beers 7. How this move sets Fernson up for future Line Extensions and Sub Brands - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on th...
041 - What are Modular Identity Systems?
May 23, 2023 07:00 - 27 minutes - 25.4 MBPoints of discussion: 1. What is a Modular Brand Identity System? 2. The "Facebook Problem" 3. Primary vs. Secondary vs. Tertiary components 4. Brand Identity vs. Brand Strategy (upstream vs. surface level) 5. Brand Guidelines 6. These are great for quickly rolling out merch programs. 7. Modular Identity Systems require a deft hand and hawkish editing to be built correctly. - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question yo...
040 - 2023 Beer Branding Trends Q&A
May 09, 2023 08:00 - 1 hour - 75.8 MBPoints of discussion: Read the 2023 Beer Branding Trends Review Q1: I asked this last year and am curious again, were there any sections / ideas that didn’t make it into the final draft? Thanks again for putting this all together. Love these reports. - Burt Reynolds and Tom Selleck founded Casamigos Tequila - Fingers Newsletter Q2: On the idea of releasing a budget beer option… Let’s say that, hypothetically, you could get the COGS to a place where this was actually a feasible opt...
039 - Alcohol & Minors: What is our Responsibility as Designers?
April 25, 2023 07:00 - 34 minutes - 31.8 MBPoints of discussion: 1. 2023 Beer Branding Trends Review 2. New York Times article 3. Some Brand Architecture solutions: The Beyond Beer Handbook 4. Check out the Joe Camel JAMA Studies and subsequent lawsuits from the 90s. Wild to think that as many as 90% of 6 year old children could accurately match the Joe Camel campaign with the brand itself. - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the sh...
038 - Paths to Market for Startup Breweries in 2023
April 18, 2023 07:00 - 35 minutes - 32.9 MBPoints of discussion: 1. 2023 Beer Branding Trends Review 2. Brewhouse sizing 3. The evolving role of packaging for the startup brewery 4. An increase in food and hospitality in craft beer 5. M&A activity (buying breweries and/or forming joint ventures) 6. Where are people building breweries? 7. Lifestyle Brands 8. Reviving Heritage IP brands - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the sh...
037 - 2023 Beer Branding Trends Report Overview
April 03, 2023 06:45 - 1 hour - 60.4 MBPoints of discussion: 1. Read the 2023 Beer Branding Trends Review here. 2. Good George Brewing's rebrand 3. The Beyond Beer Handbook 4. BBT Issue on Hop Water 5. BBT Issue on breweries building budget brands - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter...
036 - How do you differentiate a "boring" brewery?
March 21, 2023 07:00 - 24 minutes - 22.4 MBPoints of discussion: 1. Branding a startup brewery, feat. Lost Nomad Brewing 2. Name vs. No name 3. Identity vs. Story & Strategy 4. Positioning (What do you do? For whom? How are you different?) 5. Brand strategy drives the design train (always) 6. What is myth making? And why can't Isaac settle on one definition for it? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hell...
035 - What are Brand Guidelines? (And why doesn't anyone read them?)
March 07, 2023 08:00 - 19 minutes - 17.9 MBPoints of discussion: 1. How many people actually read brand guidelines? 2. Guidelines should be all killer, no filler tools. 3. There are two core components to brand guidelines—visual style guide and brand messaging guide. 4. These are important because you can reference them when working with other partners and onboarding new employees. 5. Are brand guidelines the same thing as an employee handbook? 6. Brand guidelines are a great way to protect your branding investment, provided yo...
034 - Q&A: Are Brand Archetypes Complete Bullshit? And How is Craft Beer Adapting to a More Diverse Audience?
February 21, 2023 09:00 - 36 minutes - 33.3 MBPoints of discussion: - BBT 016 - Defining Your Brewery's Core Audience 1. How do you prevent customer personas from becoming overly stereotypical? Seems like this would leave the door open for any number of sweeping generalizations and maybe not be that valuable as you begin to work on brand strategy? And secondly, do you find that most brewery’s customer persona exercises tend to be similar? 2. Do you use Brand Archetypes for your brand strategy or do you think it's total bullshit? 3....
033 - Rebranding one of New Zealand's Largest Breweries (feat. Damon from Good George Brewing)
February 07, 2023 08:00 - 42 minutes - 39.1 MBPoints of discussion: 1. Good George Brewing's rebrand case study (via Beer Branding Trends Newsletter) 2. Brand Architecture as a deliverable (and to guide new product development) 3. What does the New Zealand craft beer scene look like? 4. How do Kiwi breweries trend forecast? 5. What did the Good George team want to achieve through this rebrand? 6. On Good George's diverse portfolio. 7. On the 'F*ck Off' 2020 Gin and finding a new brand voice. 8. On non-alcoholic beers and NA pro...
032 - Let’s Talk About Project Timelines
January 24, 2023 09:00 - 22 minutes - 21 MBPoints of discussion: 1. What leads to unrealistic timelines? 2. What, if anything, is driving this deadline? 3. Common deadlines we see 4. “Delays are temporary. Mediocrity is forever.” - Cody Fague? 5. Why sticking to a schedule is important 6. What are some realistic project timelines? 7. Can we rush a project? “What if we pay you more?” 8. Can you, dear client, hold up your end of the bargain? 9. Big takeaway: proper creative work takes time. - Learn more at www.craftbeerrebra...
031 - Naming & Branding a Startup Brewery (Feat. Andy & Rocco from Birdsmouth Beer)
January 10, 2023 09:00 - 52 minutes - 47.9 MBPoints of discussion: 1. Read the Birdsmouth Beer branding case study here. 2. What is Birdsmouth Beer Co.? 3. Why craft lagers and why New Jersey? 4. What was it like building a brewery during the pandemic? 5. What was it like developing a name for a brewery? 6. What was the brand identity and package design process like? 7. One beer for the rest of your life: Pils or Dunkel??? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or questi...
030 - Hop Water: The Next Big Beyond Beer Trend?
December 13, 2022 08:00 - 29 minutes - 27.5 MBPoints of discussion: 1. Beer Branding Trends Newsletter Issue on Hop Water - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
029 - Ontario Craft Brewers Conference AAR
November 15, 2022 09:00 - 34 minutes - 31.4 MBPoints of discussion: 1. Ontario brewers are cautiously optimistic, despite being a bit beat down. 2. Adam Brož's Keynote + "Craft" vs. "Industrial" lagers. 3. Discussing the LCBO (Liquor Control Board of Ontario) 4. Professional selling within the craft beer industry (KPIs, salary vs. commission, etc.) 5. Website tactics and breweries moving their main sites over to eCommerce platforms (e.g. Shopify) 6. Poll 1: Has your brewery produced (or thought about producing) a non-beer produc...
028 - Were We Wrong About Brand Launches?
November 01, 2022 07:00 - 20 minutes - 19.2 MBPoints of discussion: 1. The original question: "You guys have been a thought leader in craft beer branding and package design for a while now. What have you either gotten wrong or changed your opinion about over the years?" 2. On rebrand rollouts (why they're important) 3. Why full rollouts are so complicated, if not impossible, in 2022 (and likely beyond) 4. Supply chain woes 5. Drip campaigns are still a great idea 6. Staggered launches are the new normal 7. F*ck it, we'll do it ...
027 - Q&A: Branding a Boot Strapped Brewery, Book Recommendations & How to Tell a Client Their Idea is Bad
October 18, 2022 08:00 - 35 minutes - 32.3 MBPoints of discussion: 1. What are some common problems you see with the executive team during a rebrand? Our brewery is planning to undergo a brand refresh, and we’re planning to try it internally, at least at first. I want to make sure we go into this with eyes wide open so we don’t sabotage ourselves. 2. We’re a brewery in planning and we don’t have much money budgeted for branding. Maybe 5–10k at most. Is this enough to actually get anything good done, and if not, what should we do? 3....
026 - So You Bought a Brewery. To Rebrand or Not To Rebrand?
October 04, 2022 08:00 - 34 minutes - 31.5 MBPoints of discussion: 1. When (& When Not) to Rebrand Your Brewery [Podcast] 2. Brewery Rebrands vs. Brand Refreshes [Podcast] 3. Rebranding Mission Brewing [Newsletter] 4. Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing) [Podcast] 5. Three Questions to ask ahead of a brewery purchase 6. What are you actually buying? 7. Is there any visual and/or brand equity to maintain? 8. What is your vision for this brewery? 9. Email Isaac to discuss your brewery's rebran...
025 - Q&A: Beyond Beer Handbook Edition
September 20, 2022 07:00 - 1 hour - 56.6 MBPoints of discussion: 1. What are the differences between Brand Architecture for a new brewery vs. during a brewery rebrand? 2. When can you spin out a Sub Brand into its own family? 3. In making this, did you consider distributor interaction as part of the rubric? 4. Does the B.E.A.T. apply to beer and breweries specifically or can I use it to figure out how my distillery can release a line of RTDs? 5. What is the utility in keeping the parent brand on a wildly successful Endorsed Bra...
024 - 14 Questions to Ask As You Launch A New Beyond Beer Brand (the B.E.A.T.)
September 06, 2022 07:00 - 25 minutes - 23.5 MBPoints of discussion: 1. Beverage Extension Assessment Tool (B.E.A.T.) 2. Why 14 questions? 3. How does the scoring work? 4. Why was this so challenging to build? 5. Results = Choose Your Own Adventure Novel — Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter ...
023 - 4 Essential Strategies for Branding Your Next Beyond Beer Beverage
August 30, 2022 07:00 - 36 minutes - 33.3 MBPoints of discussion: 1. Beverage Brand Architecture Continuum 2. Branded House / Brand Extensions (pros & cons) 3. Sub / Endorsed Brands (overview) 4. I'm just new boot goofin' 5. Sub Brands (pros & cons) 6. Endorsed Brands (pros & cons) 7. House of Brands (pros & cons) 8. Which CODO employee housed a box of Hard Mountain Dew? 9. Hybrid Brands? — Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the sh...
022 - The Role of the Parent Brand in Brand Architecture
August 23, 2022 07:00 - 12 minutes - 11.7 MBPoints of discussion: 1. The Beyond Beer Handbook 2. What is your parent brand? 3. Why is your parent brand so important? 4. Does this new extension carry the same values and promises as your brewery’s parent brand? 5. Does it mesh comfortably with the same activity or occasion as your parent brand? 6. Does it speak to the same people as your parent brand? 7. Does it make sense for your brewery to be releasing, or to be associated with, this product? 8. How will this extension add va...
021 - Introducing The Beyond Beer Handbook!
August 15, 2022 07:00 - 31 minutes - 28.4 MBPoints of discussion: 1. http://www.beyondbeerbook.com 2. http://www.beyondbeerbook.com 3. http://www.beyondbeerbook.com 4. http://www.beyondbeerbook.com 5. http://www.beyondbeerbook.com 6. http://www.beyondbeerbook.com 7. http://www.beyondbeerbook.com - Learn more at: http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected] - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding ...
020 - Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing)
August 09, 2022 07:30 - 53 minutes - 48.8 MBPoints of discussion: 1. Rebranding Mission Brewing [BBT Newsletter] 2. Cody steps out on Isaac. Breaks his heart. 3. Cody and Dan discuss Mission’s rebrand, including: Dan’s background + Mission’s history and project context 4. Weighing different types of brand equity 5. Evolution vs Revolution [Podcast] 6. Defining Mission’s audience [Podcast] 7. Important format changes, SKU rationalization and distribution shifts Mission is making 8. The design process is iterative. 9. Process m...
019 - Reflecting on 13 Years of Craft Beer Branding
July 25, 2022 07:00 - 44 minutes - 40.3 MBPoints of discussion: 1. The Gold Rush years (2010–2016) 2. On dealing with bullshit artists and degenerates (mostly in cannabis) 3. Craft Beer Branding Guide 4. Rebrands! 5. Craft Beer, Rebranded 6. Beyond Beer 7. Where does the industry go from here? 8. What does Craft Beer mean to you? 9. Is the craft beer industry, in fact, 99% asshole free? - Learn more at www.craftbeerrebranded.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@codo...
018 - How to Name a Craft Brewery
July 05, 2022 07:00 - 37 minutes - 34.6 MBPoints of discussion: 1. Criteria for a great brewery name: able to be trademarked, tells a story, fun to say, flexible and portable. 2. Shoutout to Roachdale, Indiana? 3. Can you just make up a word? 4. Make sure you’re not using some horrible slang term. 5. How to include your clients in the process. 6. Different idea buckets to get you started—your town’s history, landmarks, anything that speaks to your differentiator. 7. How to narrow your list from hundreds of ideas to 20 or so. ...
017 - Defining your Brewery’s Mission & Vision
June 21, 2022 07:00 - 23 minutes - 21.3 MBPoints of discussion: 1. Your Mission is your brewery’s immediate, day-to-day marching orders. 2. Your vision is future-facing and tells the world where you’re going. 3. Simon Sinek’s Golden Circle (Start with Why). 4. Who would win in a no holds barred fight between Simon Sinek or Cody Fague. Simon is in better shape, but Cody has nothing to live for. 5. Intrinsic reasons that drive entrepreneurs vs. public-facing stories. 6. How do we frame your vision? 7. Examples of a Mission and ...
016 - Defining Your Brewery’s Audience
June 07, 2022 07:00 - 29 minutes - 27.2 MBPoints of discussion: 1. The "traditional" craft beer audience 2. Why craft breweries haven’t had to focus on defining their audience 3. Shifting demographics (and industry trends) that will lead to this becoming more important 4. A primer on audience segmentation 5. How to define your audience (with internal research) 6. How to gather external context to define your brewery's audience 7. Customer personas: cheesy, but effective process tools 8. An ongoing (unnecessary?) tirade again...
015 - 2022 Beer Branding Trends AMA
May 24, 2022 07:00 - 1 hour - 65.1 MBPoints of discussion: 1. We’ll be releasing a hard seltzer later this summer as a brand extension under our brewery’s name. Is there any downside to branding it under our brewery’s brand and not as its own thing? We already have plans for future flavors, if that’s relevant. 2. I’m a long time newsletter subscriber and was surprised you didn’t include the hard seltzer shakeout idea in the annual review. Did something change between the time you wrote that email and the publishing of this ar...
014 - 2022 Beer Branding Trends Overview
May 09, 2022 07:00 - 41 minutes - 37.7 MBPoints of discussion: 1. Read the piece at: https://cododesign.com/2022-beer-branding-trends/ 2. Join Beer Branding Trends Newsletter to ask questions for our next podcast: www.beerbrandingtrends.com 3. Reinvention (rebrands, refreshes, packaging formats in flux, SKU rationalization, a shift back to bottles?) 4. Why are lifestyle brands s smart play right now? (Also, what is a lifestyle brand?) 5. eCommerce (the real adventure was in the consumer data we gathered along the way) 6. Beyo...
013 - Goal Setting During a Brewery Rebrand
April 26, 2022 07:00 - 23 minutes - 21.3 MBPoints of discussion: 1. The most common goals we’ve seen breweries have for a branding or rebranding process 2. Qualitative vs. Quantitative goals 3. The most important goal of any rebranding project. Period. 4. S.M.A.R.T. Goals (Specific, Measurable, Action-Oriented, Realistic, Time-Limited) 5. Common qualitative goals we see 6. How to defeat a grizzly bear in hand to hand combat 7. CODO's 2020 CBC Presentation - Learn more at www.craftbeerrebranded.com - Have a topic or questi...