In this episode Shinerunner, Mark introduces a new marketing concept he calls, “3 - D-ing” your brand. The premise behind it is to bring the brand to life by creatively exploiting and elevating the Key Differentiating Advantage and marketing story to a higher level. He also introduces another, “Mark-ism” which urges the listener to “tangebilize” the brand which in essence helps you to put meat on the brand skeleton.

Mark uses the fictitious “GT-500 Brewing” in a lengthy example (including a template) to better describe how to flesh out and ramp up your brand’s KDA and marketing story. This show makes for a unique listening adventure as Mark introduces his creative and timely concept. Listeners will benefit from this time investment as Mark provides them with another weapon to battle in this highly competitive beverage market where existing brands and new product entrants fiercely compete for precious On and Off Premise real estate.

Episode #24 is especially relevant to the craft brewer, craft spirts distiller, cider/mead maker, vintner or “kombuch-ologist.”

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