We Are What We Drink

Just as beer cases have become filled with colorful labels and wine cellars have started to fill with more regional variety than we could ever have imagined, craft spirits are becoming alternatives to the traditional big liquor names. The number of craft distilleries jumped 16% in 2018 and 26% in 2017. In terms of what […]

Love, Rot, and Cheese: Culture and Marketing Artisanal Foods

Let’s talk about cheese. Cheese is at its most basic level carefully rotted milk. Beyond the milk itself, it is, like beer, an ancient domestication of microbial activities for human consumption. We work in concert with communities of bacteria, molds, and fungi, eating the sugars, proteins, and fats in the milk to produce the hundreds […]

Talking Funny (Accents and Advertising)

As the world has changed, so has advertising. Promoting a product, service, idea, place-thing-to-be-sold-here isn’t just about promoting features and benefits, it is also about promoting a sense of meaning and identity. And much to my surprise, an aspect of this that too often overlooked is the importance of language. In a country there are […]

Local Marketing, More Than Geography?

There is a belief current amongst marketing professionals that the mass market is starting to break down, and instead of an easy to target homogenous consumer groups in a mass market, the market for many products is dividing into large number of niches, that could make mass market products redundant. Now, I would be disinclined […]