MHAIRI MACLEOD
Managing Director at LUX
3 Ways To Kill Your Brand
1. Have no clear point of difference
THE FOLLOWING ARE NOT USPS
• “THE BEST” (NOT QUANTIFIED)• “THE TASTIEST” (SUBJECTIVE)• “JUST GREAT” (VAGUE)
STARTING POINTS FOR A STRONG USP
• “THE FIRST”• “THE OLDEST”• “THE ONLY”
So WHAT makes Drygate different?
THE DRYGATE USP…
…THE UK’S FIRST EXPERIENTIAL CRAFT BREWERY
2. Doesn’t tell a story
GOOD STORIES…
…HAVE AN ELEMENT OF CONFLICT / OVERCOME ADVERSITY / CHALLENGE CONVENTION
GOOD STORIES…
…HAVE CHARACTERS PEOPLE CARE ABOUT
GOOD STORIES…
…SHOW DON’T TELL
So HOW does Drygate tell its story?
LIKEABLE CHARACTERS
SHOWS DOESN’T TELL
BRAND VOICE…
…EXPRESSES THE VALUES OF THE BRAND
BRAND VOICE…
…EXPRESSES THE PERSONALITY OF THE BRAND
BRAND VOICE…
…IS ADOPTED BY THE BRAND & ITS SPOKESPEOPLE TO TELL ITS STORY
So WHO tells the Drygate story?
DRYGATE’S SPOKESPEOPLE
How was the brand received by the press?
Highlights
OTS / OTH
11m people globally
AD SPEND
£149,363.00
ROI
3,294%+