Page 39 - Brewdog Teaching Notes

product that is not only unique but supported by a brand

that highlighted the mission and unique personality of the

company.

People identify with this spirit of trying to be different, the

Punk mentality, breaking the rules and ignoring the status

quo.

Marketing Strategy

Craft beer companies are in a uniquely powerful position

when it comes to building strong relationships with their

customers. As such BrewDog is market driving rather than

market driven.

By developing unusual bottles, combined with its bright-blue
logo BrewDog stood out when they needed to most.

If BrewDog had not taken the “punk” approach to marketing

and branding, then they never would have become the

breakthrough brand that they are today.

The BrewDog identity began with a focus on disruption, but

it needed to transform into something that could become a

more powerful, and dominant long-term business. That’s

why, while the BrewDog brand colours remained the same,

aspects of their image started to change.

In fact, BrewDog has behaved like a challenger brand, even

when they became a market leader.