CORE CURRICULUM: OUR 5 ORGANIZING PRINCIPLES

CRAFTSMANSHIP AND BEER HAVE FIVE MAIN INGREDIENTS. YOU CONSIDER THEM CAREFULLY.
WE HAVE DEFINED 5 MAIN "INGREDIENTS" OF THE CRAFT-BREWING BUSINESS THAT DESERVE THE SAME ATTENTION.

Ingredient two: Brand Community

A brand community is a fabric of relationships in which a customer is situated. Crucial relationships include those between the brand and the customer, between the firm and the customer, between the customer and the product and among fellow customers (McAlexander, Schouten, and Koenig, 2002).
James H. McAlexander, John W. Schouten, Harold F. Koenig (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54.

CASE STUDY:

  • Magic Barrel Brewing 2011

    08/16/15: How can small craft breweries maintain the magic within their brand, while meeting the growth demands that come with success? Based upon our research of breweries all over the world, learn how companies grapple with the tradeoffs that come with success.

VIDEOS:

  • Strategy Short: Rediscovering Market Segmentation

    Rediscovering Market Segmentation Video

    05/14/16: Market segmentation is something many companies (not just breweries) get wrong. Heck, so many companies get it wrong that Harvard Business Review asked industry insiders Daniel Yankelovich and David Meer for help. Their famous 2006 article is the subject as Dr. Mark Meckler revisits and translates their suggestions into useful information for craft breweries.

 

Marketing Intelligence: 8-Part Video Series

07/09/15: Marketing Intelligence is a way of thinking based upon understanding how quantitative and qualitative information improve decision-making. Beginning with a broad introduction to competitive orientations alongside marketing strategies and tactics, this video series will help you learn to define strategic objectives, choose and evaluate data sources, and interpret, analyze, and present research results in order to implement your brand’s pricing, product, place, and promotion decisions. 

 

  • Enchantment Slides: Narrated 12/15/14

    Enchantment Slides: Narrated 12/15/14 Video

    12/15/14: How brand communities and beer companies co-evolve and co-exist over time. Sam Holloway narrates this collaboration with Dr. John Schouton and Dr. Diane Martin where they analyze data from over 8 leading breweries across the country such as Lost Abbey (Tomme Arthur).

 

 

PODCASTS:

WHITE PAPERS:

EXTERNAL CONTENT:

Next Ingredient: Controlled Operations