The trending #andthewinnerisnot this week highlights the convergence of an interesting David vs Goliath story in the brewing industry, as well as an embarrassing apology for Diageo. The initial victim BrewDog is now a recipient of  huge online profile. BrewDog represents a new wave of young, aggressive and product orientated businesses that are coveted and feared in equal measure by their multinational competitors.

At ISM headquarters, we’ve been approached by a number of large brewers (not Diageo) in the last 12 months looking to improve their social positioning. Here’s the argument we present for social media success in this sector.

Consider consumption habits

Consumption habits are changing with macro economics causing traditional beer buyers to increasingly stay at home. This shift, expressed recently by Mintel, has contributed to a 23% decline in retail beer sales since 2006. At home, alcohol consumption is more likely to be shared with ones partner and food, perhaps why wine sales have increased by 15% in the same period.

Conclusion 1) Attracting at home drinkers means don’t focus campaigns only around the pub

Consider modernisation and product differentiation

Real ale, especially in the UK, has a fabulous heritage and individuality. At the heart of this passion is the brewer, typically an individual or a recipe. However to compound the problem of falling pub sales, most beers are anchored in the past. If more women are to be attracted, brands need to shake off the past and demonstrate how products are relevant today. Admans Broadside may go well with mature cheese (as their website suggests), but the image of a 17th century warship fills me with images of Weevils and Scurvy – bon appetite
Blokey heritage may work in a pub but since 1799 (Greene King IPA), since 1875 (Bombardier) or since 1672 (Broadside) is not likely to work at home or present me as a modern thinking man.
Conclusion 2) Tradition needs a twist to ensure longevity supports rather than is the message

Consider creating a Movement

Every craft brewer does it their way, no compromises. This is not beer by focus group to attract a segmented target market. Every craft brewer has one statement in common “these are beers we want to drink”. Nothing travels better than a movement on Social Media, an identity, a counter culture. Enter the new wave of craft brewers. They have more in common with xtreme sports than your average beer – try the beer, if you like it great.
Conclusion 3) Passion comes in the form of people

Overall Conclusion

Following these three rules we predict a bright future for craft brewing brands in the UK, not so those brands that think social media is a quick fix for approaching young people.
We predict an even brighter future for the product focused, passionate and modern generation of people promoting their individual version of a good pint. Finally, we predict a wave of direct-to-consumer solutions as these emerging brands become established on their own terms.

Written by Dan Naylor. Follow him on Twitter here

For more on this story http://www.brewdog.com/blog-article/diageo-v-brewdog

We are all familiar with how automotive manufacturers market the dream – exhilarating images of open roads, or small cars darting about a cityscape, but is this now an automotive experience that rarely exists in the real world?  The Department of Transport certainly think so, they recently reported that the average speed of Cars on UK A-roads is stable at a mere 25mph.

Nonetheless is that any reason to depart from a tried and trusted approach that has been with us since the 60’s?  Well, add into the equation that a drive to create fuel efficient cars has led to a harmonisation of design across the manufacturers.  Gone are the different shapes and sizes (do you remember there even used to be cars that only had 3 wheels) and in are the rigidly defined car classes where different manufacturers vary in size by mm.

And this harmonisation is leading to the erosion of brand loyalty.

Cap Gemini reports that in 2002 40% of consumers said they’d buy the same brand again. By 2010 75% of consumers said they were considering at least 4 brands for their next purchase.  The individuality of the brands, a hallmark of the romantic era of motoring, is being replaced by the efficiency of Kaizen manufacturing.

So is it time for manufacturers to re-evaluate how they sell the (realistic) dream and differentiate themselves at the same time?  Perhaps it’s time to make things personal.

Now you are either reading this post because you are searching for the secret to viral video success, or, because you read the title and are looking for material for the response you are about to pen, which will start with the words “You can’t guarantee any video will go viral, this is the most outrageous post I’ve read since…”

Well actually I think I can satisfy both types of reader.

No, there is no guarantee of your video going viral even when you have the heady combination of celebrity and behind the scenes footage.  However there are some simple steps that you can take to ensure that your video has the best possible chance of going viral.

So here are my personal top 8 tips in no particular order…