The initial and pivotal process in ensuring that New Belgium Brewing (NBB) Company’s branding and messaging stays perpetual is assuring that the new location fits to their core focus. During the planning phase, NBB created a listing of 33 criteria that each of the locations must meet and in addition, involved employees from all areas of the company to ensure a proper fit. This process of including the employees from all areas, was critical to the success of the new expansion because without the intact employee buy-in, the overall cultural at NBB would potential take a dynamic hit.
This buy-in along with the fact that Asheville is very similar to Fort Collins Colorado, was essential NBB’s ability to not segment their marketing message. In
This buy-in along with the fact that Asheville is very similar to Fort Collins Colorado, was essential NBB’s ability to not segment their marketing message. In