The single most impressive element in New Belgium’s brand
[caption id="attachment_1792" align="alignleft" width="300" caption="Like the artwork around its vats, the New Belgium brand is made up of many individual parts, while well considered and considerately crafted. "][/caption] Craft beer on a Wednesday afternoon. One of the perks of working for yourself. OK, so we didn’t drink beer. But a prospective client and I spent the better part of the day visiting the New Belgium brewery in Ft. Collins, Colorado yesterday. I’m recommending some branding initiatives for this prospective client, and New Belgium provides an excellent analog to what we’re after. (We’ll see where it goes.) The New Belgium brand is special on many fronts. But one dynamic we saw first-hand stuck out above all the others. (more…)