New Belgium Brewery is concerned about their image and the sanctity of their brand. By associating New Belgium Brewery with the word folly, in the minds of some employees, would mean the brand would suffer as being a “chance” product verses being a company who spent countless hours to create a quality product. The word folly is defined as the lack of good sense or foolish acts (www.dictionary.com, n.d.). To the marketing team point of folly being so removed from American culture, it can be redefined for the purposes of New Belgium Brewery (Ferrell and Hartine, 2014). Folly’s negative connotation dates back to Middle English dating back in the 13th century (www.etymonline.com, n.d.), however, the word folly hasn’t been used since the 1650s.
