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branding and packaging must evolve to stay relevant not only for core customers, but also to attract new consumers and ward off competitors. If messaging, branding and packaging are evaluated on a consistent basis, smaller shifts can be made, allowing for more continuity through the years, and avoiding the need for a complete overhaul.



You can have the most distinctive brand in the world, but if nobody has heard of your brand or knows where to purchase it, your uniqueness won’t matter. The most successful brands are extreme extroverts and leverage a wide range of channels to engage would-be consumers. This doesn’t mean you have to have a multi-million-dollar marketing budget to be successful. Both large and boutique spirits brands alike are saving money by leveraging the internet and social media. These channels offer the unique ability to leverage guerilla marketing techniques and interact directly with consumers.


values, attitudes, personality and how it resonates. They do whatever it takes to win the hearts and minds of their customers in a more intimate way.





Successful brands employ a clear brand hierarchy throughout their SKU offerings and tiers that are distinctive, yet fit together as a family and provide halo opportunities that reinforce overall brand equity.

Constant improvement is a necessity. Successful brands avoid complacency and embrace competition. Successful brands never rest on their laurels. They are constantly evaluating their brand packaging, communication strategy, product quality and sales channels to ensure their brands continue to be successful. Now go be successful!


Brands are only as good as the people behind them. Successful brand-proponents know their brand inside-out, and they know how their consumers view their brand: their brand’s image,

David Schuemann is the owner and creative director of CF Napa Brand Design. For more info, visit www.cfnapa.com or call (707) 265-1891.

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Profile for Artisan Spirit Magazine

Artisan Spirit: Winter 2016  

The magazine for craft distillers and their fans.

Artisan Spirit: Winter 2016  

The magazine for craft distillers and their fans.