He had dismissed us and our carefully-crafted proposal before we could even discuss the thing. Now that we’ve moved past our young, battered egos, it was a funny moment (perhaps made funnier by the fact that they never opened and we’re coming up on our eleventh anniversary).
We like to open up our conference presentations with this story to read the room. We want to see if anyone agrees with that statement—that branding is for people who don’t know how to make great beer.
No one ever does.
We’ve presented at brewing and cannabis and distilling and wine and CPG food and beverage conferences around the world and everyone in every single seat in every single room we speak in agrees that branding is crucial to their business (the fact that they’re sitting in a seminar on brand strategy, notwithstanding).
We like to ask a followup question for the designer and marketing/communication folks in the room: how many of you, when designing packaging are 100% confident that what you’re making is perfect? That it will sell like crazy and revolutionize your brewery’s business?
No hands go up. Ever.
How will we know what we’re designing is appropriate? Never mind will it tell our story and attract more people to our brand—those are important outcomes, but very qualitative. Will the design decisions I’m making *right now* result in more sales? How will I know what branding and packaging trends lead to people picking one beer to bring home over another?