The word folly is defined as “a foolish act or idea; excessively costly or unprofitable undertaking” (Merriam-Webster.com, para. 1). To have a word like folly, associated with a product, such as beer, casts a negative light and a negative connotation, as it suggests an idea or implies an act associated with a literal definition (Ferrell & Hartline, 2014). For example, beer is known as an alcoholic drink. Alcohol is classified as a depressant, as it affects the central nervous system, causing delayed reactions/responses (What Is Alcohol, n.d.). It is also known to reduce anxiety and enhance moods (Aquarius, 2014). Word association alone is what the marketers at the New Belgium Brewing company struggled with (Ferrell & Hartline, 2014). New
