Very interesting article about Ivan Bell in The Sprits Business that makes some interesting points about brand building.
He believes in telling a brand story that involves education, technical details, all based upon a pre-determined key brand positioning.
Another key point is that he believes that packaging – especially the bottle – is the first introduction a consumer will have to the drinks brand and impressions count.
A brand, he believes, needs to stand out and be differentiated in a crowded marketplace.
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