BRAND STRATEGY GUIDE
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.” – Seth Godin
STROH'S
TABLE OF CONTENTS
PG. 4
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VISUAL STRATEGY GUIDE
TA B L E O F C O N T E N T S
B R A N D S T R AT E G Y G U I D E
01
02
Brand History
Brand Timeline
PG 08
03
New Mission Statement
PG 10
04
The Brand Soul
PG 12
05
PG 14
06
Competitors
Keywords
PG 16
07
PG 22
08
Brand Grids
Repositioning
PG 26
09
Future Possibilities PG 30
PG 28
10
Audience Profiles PG 32
PG. 5
VISUAL STRATEGY GUIDE
STROH'S
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BRAND HISTORY
Members of Detroit's onetime leading beer family at Stroh brewhaus, 1974
PG. 8
B R A N D S T R AT E G Y G U I D E
The Stroh family began brewing beer in a family-owned inn
during the 18th century in Kirn, Germany. In 1849, during the
German Revolution, Bernhard Stroh who had learned the brewing trade from his father, emigrated to the United States. Bernhard Stroh established his brewery in Detroit in 1850 when he was
28 and immediately started producing Bohemian-style pilsner, which had been developed at the municipal brewery of Pilsen, Bohemia in 1842. In 1865, he purchased additional land and
expanded his business and adopted the heraldic lion emblem from the Kyrburg Castle in Germany and named his operation the Lion's Head Brewery.
In addition to its own Stroh's brand, the company produced or bought the rights to several other brands including Goebel,
Schaefer, Schlitz, Augsburger, Erlanger, Old Style, Lone Star, Old Milwaukee, Red River, and Signature, as well as manufacturing Stroh's Ice Cream. The company was taken over and broken up in 2000, but some of its brands continued to be made by the
new owners. The Stroh's brand is currently owned and marketed by Pabst Brewing Company, except in Canada where the Stroh brands are owned by Sleeman Breweries.
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BRAND TIMELINE
Bernhard Stroh's brother Julius Stroh takes over the brewery.
Bernhard Stroh, who had learned
After a tour of famous European
the brewing trade from his father, emigrates to the United States,
breweries, he introduced the
Upon Julius Str
the Stroh brewery.
Stroh Brewery C
son Gari, becom
European fire-brewing method in
during the German Revolution.
Stroh’s Bohemian Beer wins a Blue
Ribbon at the Columbian Exposition (The World’s Fair) in Chicago.
1775
1849
1850
1893
1902
1908
1920
Stroh family
Bernhard Stroh, establishes his own
Bernhard Stroh Jr. takes control of
During Prohibition, the Stroh
a small Family Inn
new company Lion's Head Brewery,
He changes the company's name to
The Stroh Products Company;
begins brewing at in Kirn, Germany.
brewery in Detroit. Stroh names his
the brewery upon his father’s death.
adopting the Lion's Crest logo from
The Stroh Brewery Company.
family operates under the name producing near beer (beer with
the Kyrburg Castle in Germany – the
its alcohol extracted), birch
today.
ice cream, and ice. Though
same crest that adorns Stroh beers
19
beer, soft drinks, malt products, production of most of these
items ceased when Prohibition ended in 1933, Stroh Ice Cream can still be enjoyed today.
PG. 10
B R A N D S T R AT E G Y G U I D E
Landlocked and unable to expand
operations, to meet growing demand,
roh's death, his
the Stroh Brewery Company makes a
Company.
135-year-old, brewery in Detroit.
difficult decision to close the original,
mes President of
939
e,
Peter Stroh, Gari’s son, becomes
The Stroh Brewery Company
member to at as President of
Company, making Stroh’s the Third
the Fourth Generation family
purchases Schlitz Brewing
Stroh Brewery Company.
Largest Brewer in America.
1964
1968
1978
1982
1984
1985
1999
The Stroh Brewery Company
Stroh's produces and sells 6.4 million
Stroh’s introduces the “first
The Stroh Brewery Company
Company, with an eye towards
purchase in 17 states.
series of commercials and print
the largest American owned
acquires Goebel Brewing national distribution.
barrels of beer and is available for
dog of beer”, "Alex the Dog" in a
joins Pabst Brewing Company,
advertisements.
brewing company.
,
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STROH'S
NWE MISSION STATEMENT
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B R A N D S T R AT E G Y G U I D E
This is a lounge that can narrow the distance between strangers. Here, you can share your stories or listen to the stories from others.
PG. 13
STROH'S
THE BRAND SOUL
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B R A N D S T R AT E G Y G U I D E
Create the charm of sharing.
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ANCILLARY COMPETITORS
Based on the soul of the brand, auxiliary competitors need to focus on the brand who has similar products related to word
“sharing�. Consumers are willing to share their stories when they are using the product.
STARBUCKS Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington in 1971. As of 2017, the company operates
27,339 locations worldwide. Starbucks not
only provides coffee to customers, but also provides places for customers to chat.
TREE HOUSE
The tree house brewing company is located in the American state of Massachusetts, founded in 2015. The founder of the tree house brewing company is Nate Lanier.
The tree house has always maintained a creative thinking.
PG. 16
B R A N D S T R AT E G Y G U I D E
COCA-COLA
Coca-Cola and Pepsi Cola have a wide range of audiences. Their products have always
PEPSI
made people happy. In particular, Coca-Cola, it inspires optimism and brings happiness.
DOGFISH HEAD
Dogfish Head Brewery is a brewing company based in Milton, Delaware founded by Sam Calagione. It opened in 1995 and produces 262,000 barrels of beer annually. Dogfish
Head has been a rapidly growing brewery – it grew nearly 400% between 2003 and 2006.
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FUTURE COMPETITORS
For future competitors, we have to think about a question. If
Stroh's does not produce beer in the future, what can it be able to produce? Based on the soul of the brand, future competitors
need to focus on the brand who has similar products related to words “sharing” and “story”. Consumers are willing to share their stories when they are using the product.
JINFANG FOREST HOT SPRING
金方 森林 温泉
JinFang forest hot springs are located
in South China, Kunming, Yunnan. It was
set up in the original forest. It has 37 spa pools. For example, the medicine pool,
the rose pool, the milk pool and the fruit
pool. The guests can drink beverages and chat in the pool.
Chuangku is Kunming art loft community. Following the same trend as in other
CHUANGKU
major art districts around China, this
art community is nestled within a large
abandoned industrial complex. Spanning
创库
several thousand square meters, you’re likely to see artists, students, business
people, workers, advertising people and art fans wandering around in unison within its confines. Apart from the 30 artists’
workshops, you’ll also find an abundance of art galleries, bars, tea houses, restaurants, bookshops, art publicity companies etc. PG. 18
B R A N D S T R AT E G Y G U I D E
YONGCHUNQUAN
永春泉
It is a place to relax. It is similar the hotel but it is not a hotel. Here guests can get
enough rest. There has saunas, hot springs, chess and cards rooms, tea rooms, book
houses, massages, cinemas, buffets, fish
therapy rooms, bars etc. Customers can get
to know a lot of new friends here, and they can share their stories with each other.
Facebook belong to social software. It is
characterized by sharing at any time and
anywhere. This feature is similar to the soul of our brand, so I set it as competitors for the future.
MORIOKA BOOK STORE Japanese bookshop located in Tokyo. Only
Morioka Book Store
one book is sold every week. Every week,
the owner of a bookstore will select a good book carefully and sell it in the shop. Then, according to this book, they will build a
related theme and plan such as exhibitions, events and dialogues about this book. And
these experiences can't be obtained by the reader on the Internet.
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SCATTERPLOT
COCA-COLA
STARBUCKS
DOGFISH HEAD
TREE HOUSE
创库
金方 森林 温泉
Morioka Book Store
CHUANGKU
JINFANG FOREST HOT SPRING
MORIOKA BOOK STORE
永春泉 YONGCHUNQUAN
PG. 20
PEPSI
B R A N D S T R AT E G Y G U I D E
HIGHER PRICE
金方 森林 温泉
永春泉
Morioka Book Store
创库
UNCOMFORTABLE
COMFORTABLE
STROH'S
LOW PRICE
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KEYWORDS
DECOMPRESSION IMAGINATION BOUNDLESS
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B R A N D S T R AT E G Y G U I D E
DECOMPRESSION
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IMAGINATION
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B R A N D S T R AT E G Y G U I D E
BOUNDLESS
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BRAND GRIDS CURRENT BRAND
STROH'S
PG. 26
B R A N D S T R AT E G Y G U I D E
NEW BRAND
STROH’S
PG. 27
STROH'S
REPOSITIONING
STROH'S always believes sharing is an attractive thing. In the
past, we shared our high-quality beer with customers. The new STROH'S is broadening our mission to shorten the distance
between people, making strangers into new friends. The new
STROH'S provides customers with a comfortable place to share their own stories and will be organizing a series of events to
build connections between people. STROH'S continues to provide services to our original customers, and we will also reach out to include more people who are looking for new connections.
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B R A N D S T R AT E G Y G U I D E
PG. 29
STROH'S
FUTURE POSSIBILITIES
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B R A N D S T R AT E G Y G U I D E
STROH'S is an old American beer. As technology advances, it is time to start making some changes. Diversified development can prompt it to move away from its inherent ideas. In this
noisy social environment, Stroh's needs to think more about the
needs of current customers. Communication between people has begun to become weaker than before, so the new STROH'S will
create a lounge for customers. Here, customers can share their life experiences and stories with others.
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AUDIENCE PROFILES
CRYSTAL AGE 34
OCCUPATION CEO
HOMETOWN America
HOBBIES
PERSONA'S ROLE
> Surf the Internet > Study recipes > Watch movie
> She is the CEO of a clothing company, and she has a lot of work to do every day and she often feels tired.
INCOME $8000~9000 a month
BUZZ WORDS > Busy > Enthusiastic > Positive
PG. 32
> Her husband David is often on a business trip. She is busy with her work and takes care of her daughter's life. > She has a daughter named Michel, and Michel's teacher often holds a parent meeting. > She and her good friend Scarlett go to a pub to drink and chat at weekend. > Taking care of her daughter and busy work makes her tired. She was very eager to have a place to relax. > Her husband is not around most time, so she wants to be able to make more new friends to share her story.
B R A N D S T R AT E G Y G U I D E
LEE AGE 19
OCCUPATION Band guitarist
HOMETOWN China
HOBBIES
PERSONA'S ROLE
> Reading > Listen to the music > Watch movie
> He is an introvert, but he really wants to share his music with other people.
INCOME $3000~4000 a month
BUZZ WORDS > Quiet > Melancholy > Introvert
> He often stays up late in order to create music. At this time, he always wants to drink a glass of beer. > His band friends often ask him to go to a bar to drink. > He was happy to read some books at the end of the week because he can share the knowledge that he has learned to friends. > He has a girlfriend who loves to drink beer. When they drink beer together, they will talk about their lives and future plan.
PG. 33
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JIM AGE 65
OCCUPATION Farmer
HOMETOWN America
HOBBIES
PERSONA'S ROLE
> Make friends > Pet lovers > Tell jokes
> His wife passed away last year. His children are also in other cities. He only has one dog to accompany him.
INCOME $2000~3000 a month
BUZZ WORDS > Positive > Shamefaced > Humorous
PG. 34
> He has a dog, and he often murmurs to his dog because he wants to share his story for his dog > He likes to tell jokes to his friends and children. He doesn't want to tell his children about his pressure. > He experienced a lot of ups and downs throughout his life. When everything is settled, he feels lonely. >He hopes to have an outlet that releases pressure.
B R A N D S T R AT E G Y G U I D E
JACK AGE 39
OCCUPATION Food Photographer
HOMETOWN America
HOBBIES
PERSONA'S ROLE
> Watching movies > Party King > Play Guitar
> Uncle Jack goes to parties almost every weekend because parties can make him know lots of new friends.
INCOME $4000~5000 a month
BUZZ WORDS > Curious > Enthusiastic > Positive
> When Uncle Jack was in college, he had a band that named Beer machine. So, Uncle Jack plays guitar in his part time now. > Uncle Jack likes to drink a beer when he's at home watching movies. He thinks it's the most comfortable time of the day. > Uncle Jack likes to try different tastes of food, drink and beer because he has a curious heart. > He often shares his interesting things on Facebook.
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DEVIN AGE 52
OCCUPATION Freelance writer
HOMETOWN Ireland
HOBBIES
PERSONA'S ROLE
> Pub > Museum > Concert
> He wants to travel all over the world because he wants to keep a record of the good things in every country.
INCOME $6000~7000 a month
BUZZ WORDS > Positive > Romantic > Humorous
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> He likes to taste every kind of food and wine. > He has a strong interest in beer because he is an authentic Irish. The Irish have no shortage of wine and faith. > He often writes his view of life in his book because he wants the reader to know his ideas. > Long trekking makes him tired, so he hopes to have a comfortable place to relax.
B R A N D S T R AT E G Y G U I D E
DICK AGE 29
OCCUPATION Skateboard shop owner
HOMETOWN China
HOBBIES
PERSONA'S ROLE
> Listen to the music > Make friends > Go to the gym
> He helps his guests to choose the suitable skateboard, and he likes to listen to the needs of the guests.
INCOME $6000~7000 a month
BUZZ WORDS > Genuine > Lively > Positive
> He likes to make friends because new friends can always bring him some new ideas. > He was not good at telling his story, but he was a good listener. > After finishing his daily work, he will go to the street and skate with his friends. > He often sits on the street with his friends to chat and drink. > He likes to share his skateboard experience on Facebook.
PG. 37
DESIGN
SCHOOL
Jiani Guo
Academy of Art University
WEBSITE
DEPARTMENT
charmofsharing.com
Granphic Design
INSTRUCTOR
TYPEFACE
Jemery Stout
DINCond
PHOTOGRAPHY
Jiani Guo
unsplash.com ibaotu.com
Kohinoor Telugu SOFTWARE
Adobe Creative Cloud