How Is New Belgium's Culture Relevant?

However, as the company is expanding, it has to ensure that its branding and messaging is relevant and holds a meaning for consumers in different parts of the country rather than just those in and near Colorado. For instance, it is nearly impossible for a company to have any success if it is blindly posting without first understanding who its audience is, why they are following them and how the company can bring value to the audience (Jantsch, 2015). Imagine putting on an amazing heavy metal rock concert only to find out the audience was hoping to hear classical music (Jantsch, 2015).A marketer’s overall image should be the same in each country, but certain components should be tweaked to reflect the culture or region of the particular store (Lamb, 2016). Although this statement was made in terms of global expansion, the same concept applies to having the same overall image in each state. …show more content…
Not all parts of the country will have the same values and culture as Colorado. Therefore, by gaining knowledge about the culture and value in a part of the country, the company can alter its branding and advertising so that it better connects with the consumers of that part. This knowledge will help New Belgium gain new ideas and adopt branding and marketing approaches that are relevant to a particular area without letting go of its unique brand attributes of being whimsy, sustainable, and fun. The company should stay true to the key attributes of its brand and build long term relationships with customers in different parts of the