BrewDog: yet another hip company using 'rebel' language to sell its stuff

[Spymaster]

Depends upon what you mean by success I guess. If you simply mean profit (rather than, say, credibility or reputation or quality) then sure.

Yes. That's what I meant.

 

[Spymaster]

The big brewers that have numerous different lines in their portfolio will. They will shift a lot more.

In which case BD's success over such brands isn't isn't down to supermarket distribution.

You can't have it both ways. Either it's all about distribution, or there's something else in play.

 

[hitmouse]

Why would supermarkets stock a brand that they don't consider to be effectively marketed?

What do you think the marketing budget for Crownfield, Harvest Morn or Snackrite is?

 

[chilango]

Supermarkets don't reproduce any corporate branding next to the products they sell, do they? Unless it's a special promotion they just stick the products on the shelves

I've seen them do promotions of BD stuff, but not using BD imagery. I've seen other promotions that have used the brand's imagery. Maybe they don't regarding alcohol? Though I'm sure I've Carling (for example) promoted heavily in store using Carling brand identity.

It's not a key point anyway, was just a passing observation.

 

[Monkeygrinder's Organ]

You say that but the supermarkets are always full of bottles of white cider and super strength lager. When was the last time you saw an advert for Frosty Jacks or any other tramp fuel for that matter?

More to the point - is whoever makes Frosty Jacks a twat or not?

 

[chilango]

Supermarkets don't reproduce any corporate branding next to the products they sell, do they? Unless it's a special promotion they just stick the products on the shelves

This kinda thing:

 

[dessiato]

If the product is not well marketed, the supermarkets won't be so keen to have it on their shelves.

Supermarkets don't reproduce any corporate branding next to the products they sell, do they? Unless it's a special promotion they just stick the products on the shelves

Supermarkets are sometimes paid to take the product, and pay for the shelf placing.

A few years ago I worked with a European marketing director, and an international marketing manager, both of whom were in FMCG. They both placed products in Tesco, and other large European supermarkets. It was very interesting to hear how much time, effort, and money were spent getting products onto productive shelves.

 

[dessiato]

This kinda thing:

These are produced by the company, and supermarkets are paid to do this placement

 

[teuchter]

Why is it that some people are so resistant to the notion that Brewdog's marketing strategy is highly effective?

 

[Spymaster]

Why is it that some people are so resistant to the notion that Brewdog's marketing strategy is highly effective?

I think everyone knows that it is, and always has been.

It's just become the point that can't be conceded on this thread!

 

[equationgirl]

Watt has a well rehearsed bit of patter that he was inspired by Sierra Nevada. He was just incapable of making it till Dickie learnt how whilst at thornbridge.

They both did a degree in brewing and distilling, so he should have been mostly capable.

 

[dessiato]

Why is it that some people are so resistant to the notion that Brewdog's marketing strategy is highly effective?

Because they conflate the marketing with the other sides of the business. They don't understand that there's a difference. Whether you like the product, whether you like the perceived message, etc, the marketing is successful.

Unfortunately the zealots here cannot differentiate the appalling behaviour of Watt from the actual marketing, and often the product.

Watt comes across very badly as a person. Although he undoubtedly has input into the marketing the probability is that the marketing is done through a team. This team will make the decisions on the campaigns, branding etc. It's how these things work.

 

[equationgirl]

Because they conflate the marketing with the other sides of the business. They don't understand that there's a difference. Whether you like the product, whether you like the perceived message, etc, the marketing is successful.

Unfortunately the zealots here cannot differentiate the appalling behaviour of Watt from the actual marketing, and often the product.

Watt comes across very badly as a person. Although he undoubtedly has input into the marketing the probability is that the marketing is done through a team. This team will make the decisions on the campaigns, branding etc. It's how these things work.

You have yet to explain how the actions of the person are separate from the marketing, when both are misogynistic.

There's no way, the marketing team came up with a campaign that he didn't sign off on.

Have you had your apology from Brewdog yet?

 

[Spymaster]

This kinda thing:

I don't think there's much merit in this line of argument.

 

[belboid]

Because they conflate the marketing with the other sides of the business. They don't understand that there's a difference. Whether you like the product, whether you like the perceived message, etc, the marketing is successful.

Unfortunately the zealots here cannot differentiate the appalling behaviour of Watt from the actual marketing, and often the product.

Watt comes across very badly as a person. Although he undoubtedly has input into the marketing the probability is that the marketing is done through a team. This team will make the decisions on the campaigns, branding etc. It's how these things work.

“Everything is marketing” - Watts mantra. His persona is the marketing and the marketing is his persona.

Yours is the kind of argument you’d get from some bloke who claimed he went to Hooters ‘for the food’

 

[chilango]

I think everyone knows that it is, and always has been.

It's just become the point that can't be conceded on this thread!

I don't think anyone denies that BD have generated huge profits for their owners (not the likes of you dessiato just the actual owners!) and that their marketing has contributed to that.

...but is making a profit really people's bottom line for determining whether something is 'good' or not?

 

[Spymaster]

...but is making a profit really people's bottom line for determining whether something is 'good' or not?

Very obviously, that depends on your perspective.

 

[chilango]

View attachment 307501

I don't think there's much merit in this line of argument.

Its not an argument. It was an observation. I was curious as to why their "genius marketing" wasn't being deployed at point of sale. Perhaps it has.

 

[ElizabethofYork]

I don't think anyone denies that BD have generated huge profits for their owners (not the likes of you dessiato just the actual owners!) and that their marketing has contributed to that.

...but is making a profit really people's bottom line for determining whether something is 'good' or not?

No. But it's a pretty good indicator of whether a company's marketing strategy has been successful!

 

[chilango]

Very obviously, that depends on your perspective.

Clearly.

...but a little more honesty on the bottom line rather than weak defences would be refreshing.

 

[chilango]

No. But it's a pretty good indicator of whether a company's marketing strategy has been successful!

Successful? Profitable. If you want to come out and say the only thing that matters is making money then say so.

 

[belboid]

Nobody denies that their marketing strategy was successful. Whether it will come back to bite them in the arse once it’s connection with bullying and misogyny is a different one.

 

[ElizabethofYork]

Successful? Profitable. If you want to come out and say the only thing that matters is making money then say so.

It's not the only thing that matters to me. But I'm sure it's the only thing that matters to the vast majority of company owners.

 

[Spymaster]

Successful? Profitable. If you want to come out and say the only thing that matters is making money then say so.

It's the top priority for a whole bunch or people.

 

[chilango]

It's the top priority for a whole bunch or people.

It really isn't. Otherwise we'd all be out mugging old ladies.

 

[Spymaster]

Nobody denies that their marketing strategy was successful. Whether it will come back to bite them in the arse once it’s connection with bullying and misogyny is a different one.

I doubt it will in any significant way. JW might end up moving on to his next venture but even that's a long shot.

My guess is that BD will turn this into a marketing opportunity, "We've Learnt From Our Mistakes" style.

 

[Spymaster]

It really isn't. Otherwise we'd all be out mugging old ladies.

It really is. You're just in a different "bunch of people".

 

[equationgirl]

But they haven't Spymaster they haven't learnt from their mistakes.

 

[Poot]

To some people success is about more than money. Ikr. Mindblowing.

 

[Spymaster]

To some people success is about more than money. Ikr. Mindblowing.

To others, it isn't. Stop the press.