The New Belgium marketing team had a negative reaction to the suggested marketing line, “Follow Your Folly….Ours is Beers”. Several of the people on the New Belgium team suggested that “folly” had too negative of overtone or undermined the science and technology that it takes to produce such high quality beers on a consistent basis (Burn, 2007). In addition, following one’s folly alluded to the ideal of non-traditional endeavors versus the traditional “follow the money” thinking that created the social tensions inherent to the potential consumers’ lives (Burn, 2007). Furthermore, New Belgium didn’t want to diminish the quality of the beer by decreasing awareness to the efficiency for which they produce their beer with a slogan like “folly”
