Initially, the “Tinkerer” was positively accepted from the New Belgium Brewery team, all with the exception of the tag line Follow Your Folly” as many thought this tagline to be too negative in tone and meaning and undermined their quality (Ferrell & Hartline, 2014). The use of the word folly was essentially a word that won over its use despite the negative connotation that many stated it gave off. I guess many felt the use of the word would tarnish their brand and image that they have held for so long by utilizing such a negative word for marketing and advertising their product. I believe many would see that the use of the word folly goes against their culture, values, and beliefs that the company stands for. The use of the word folly
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Likewise, many consumers appreciated the use of the word folly as it invoked humor and entertainment along with measures to enhance going “green.” One customer insinuated that they had no idea the brewers of Fat Tire beer were so espoused in sustainability. Furthermore, the customer indicated the use of the word folly and the coaster directed them to the company website, which provided further information about their ventures. Many consumers simply valued the time and care spent in creating the coasters and believed that New Belgium made the coasters into much more than a place to sit your mug. They exploited it as a wonderful table top billboard that spoke as much about the company’s brand personality and mission, as it does to raise awareness for wind power and other renewable energies (The Business of Story, …show more content…
According to the Branding Distillery (2011) it’s implied that, the advertising campaign was originally used to depict and draw in a large group of viewers consisting of professionals in a wealthy economy, but who have artistic hobbies and desires which New Belgium Brewery refers to as “follies.” Furthermore, this concept was constructed around cultural branding: Branding that addresses major contradictions in national culture. Likewise, the contradictions created great anxieties and desires, and the brands have achieved success with consumers by communicating a myth-a simple story that acts as a salve, reducing consumers’ anxieties or satisfying a desire. However, this approach would have been great when many were not familiar with the brand, but since the brand is established and exudes quality and brand loyalty many considered this as a very risky venture to take. Therefore, New Belgium Brewery could have lost out on many loyal customers due to the use of this tagline and their marketing approach. Furthermore, many felt the advertising should agree with and be in line with its business personality and
Likewise, many consumers appreciated the use of the word folly as it invoked humor and entertainment along with measures to enhance going “green.” One customer insinuated that they had no idea the brewers of Fat Tire beer were so espoused in sustainability. Furthermore, the customer indicated the use of the word folly and the coaster directed them to the company website, which provided further information about their ventures. Many consumers simply valued the time and care spent in creating the coasters and believed that New Belgium made the coasters into much more than a place to sit your mug. They exploited it as a wonderful table top billboard that spoke as much about the company’s brand personality and mission, as it does to raise awareness for wind power and other renewable energies (The Business of Story, …show more content…
According to the Branding Distillery (2011) it’s implied that, the advertising campaign was originally used to depict and draw in a large group of viewers consisting of professionals in a wealthy economy, but who have artistic hobbies and desires which New Belgium Brewery refers to as “follies.” Furthermore, this concept was constructed around cultural branding: Branding that addresses major contradictions in national culture. Likewise, the contradictions created great anxieties and desires, and the brands have achieved success with consumers by communicating a myth-a simple story that acts as a salve, reducing consumers’ anxieties or satisfying a desire. However, this approach would have been great when many were not familiar with the brand, but since the brand is established and exudes quality and brand loyalty many considered this as a very risky venture to take. Therefore, New Belgium Brewery could have lost out on many loyal customers due to the use of this tagline and their marketing approach. Furthermore, many felt the advertising should agree with and be in line with its business personality and