Page 18 - Chase Distillery Teaching Note Flip 2022
P. 18
THE BRAND
Chase had a clear idea about the brand image he wished to
create and the means by which to achieve it.
Scope
1. The Chase Brand
2. Brand Growth
3. Innovation
4. Growth plan
o Process/targets
o Routes to explore
5. Action plan
Brand Plan
Chase’s brand plan is based, to some extent, upon his
experiences whilst developing Tyrrells Chips.
Setting up Chase Distillery, Chase needed to develop a plan,
invest in it, and execute it consistently.
The Perfect Brand – Growth strategy
In order to accelerate brands profitably and quickly it is
necessary to:
1. Understand the market. Chase had developed an
understanding of the market through this
development of Tyrrells Chips and Tyrrells Vodka up
to 2008.
