NBB Televised Marketing Campaign Analysis

NBB’s televised marketing campaign was executed with a great deal of inner reflection and represented the personality of the company (Ferrell & Hartline, 2014). NBB situated itself as considerate, whimsical, and insightful in a barrage of flamboyant, loud beer advertisements that were outwardly designed for a younger demographic (Ferrell & Hartline, 2014). The original ad integrated a sense of place, a creative play notion, a symbol for recycling, and images of whimsy and joy that were central to NBB’s philosophy of brewing and quality of life (Ferrell & Hartline, 2014). NBB chose to reimagine a market in a customary medium where ads are adequate and the unique ones can be thoughtful, innovative, and effective (Ferrell & Hartline, 2014). The original piece launched by NBB was regarded as a success with major market sales increases and the campaign solidified the company’s position in the marketplace and strengthened the brand image (Ferrell & Hartline, 2014). If NBB’s leadership became interested in developing a TV campaign to …show more content…
This would also be beneficial in not pushing an unwelcome image onto the community in an effort to traverse the country with the same marketing model that was successful in Colorado (Pearson, 2004). Just because bicycling and human powered sports are popular and well received in CO is not an indicator that these same images will resonate with the NC market. Bottom line up front, retain the genuine approachability of the company while making the product desirable, and making NBB relatable to the new community. The application of city branding must be employed to facilitate the change in marketing philosophies in order to create an association with Ashville that is emotional, long-lasting, and a positive representation (Braun,