Success of a product is generally directly tied to the weight of it's brand. A well branded product, which easily identifies it's "values" to the consumer, and delivers on that implicit promise, will succeed. It's two parts - convey values; deliver on the value promise. You can see a lot of products which failed because they missed the target on one or both of those propositions. Look at the breweries which are wildly successful - you'll see that they all generally have an easily conveyed value proposition and all deliver on the promise they make to generate that value.
Let's pick on Sam Calagione's brand and company Dogfish Head, first. The name is an interesting, and strange image. Let me explain, in case someone out there doesn't think so. A dogfish is a generic term used to describe certain families of shark which hunt in packs. So-called, because, well.. they appear to be dog-like (hunting in packs) even though they're fish. The name itself implies a somewhat familiar, although peculiar, merger of animals - most people have HEARD of 'dogfish'. The addition of the second name, 'head' is a play on the already strange play of words. Literally, stringing the three together, 'dog' 'fish' 'head' - you can make two familiar, and related words: 'dogfish' and 'fish head'. That one might ascribe this to their beer company, an implicit value proposition might be:
- Strange
- Creative
- Unique
- Playful
The brewery reinforces these value propositions with the tagline: 'Off-centered ales, for off-centered people'. Again, we can take the words and the values can plug right in. For instance, 'Off-centered' = out of the ordinary; strange; creative. 'ales' = a promise not to deliver lagers ('duh'!). See if there are other values you can ascribe to the taglines, and title 'Dogfish Head' and 'Off-centered ales ...'
That study is interesting, but only part one of the two part branding equation. We need a second part - they need to deliver on the promise that they hold those values. Looking at their line of products, we see products which continually try to push the envelope, as far as beers can be pushed. 'Chicha', 'Bitches Brew', even their 120, 90, and 60 all use methods, recipes, ingredients, and techniques unique to the beer world. They are "strange" (for the 120-60, continuous hopping is not a traditional method), creative, unique and playful. The beer delivers on this promise, and reinforces the brand at the same time. You can bet, if Dogfish Head came out with 'Generic Pale Ale' people would be quite disappointed with it. It clashes with the brand. It might be a perfect example of the beer, too. But it breaks the promise the brand has with the public.
Take, again just an example, Samuel Adams now. The brand conveys tradition, defiance, rebellion, history, thoughtfulness. When Sam Adams came on the scene they were the rebels. They were defying the major three brewers. Their beers are traditional examples of the styles they brew. They adhere to historic styles, rigidly, while making slight changes to set themselves apart. They promise these things, and deliver on them. If Samuel Adams released, "Oddball Green Beer", no one would want it. If they released, "Traditional Example of Flemish Sour Ale," it would be successful (or at least, more successful than the first).
Stone - "Arrogant Bastard", "Ruination", their flagship beers.
The list can go one. Try it out, yourself. Pick a corporate brand, pick their flagship products. Do the products reinforce the brand?
Heck, the products don't have to be particularly GOOD. BMC type light lagers are not, shall we say, the most flavorful of beers. But they don't promise that. They promise a party in a can. They promise a fun time. And you can certainly have a good time drinking BMC - especially since it's cheap compared to most beers with different promises.
At least, this is my Socratic take on "Building a business 101." Maybe I'm dead wrong.
