Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

In this episode, we’re talking utilizing brand to differentiate in a crowded space with Andy Snyder. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Marketing Smarts: Classics: 4 Tips for Utilizing Brand to Differentiate in a Crowded Space with Andy Snyder, Rhinegeist Brewery

For this episode, we welcome special guest Andy Snyder, Brand Manager at Rhinegeist Brewery. He discusses brand as a key means for differentiation in a crowded category – in this case (pun intended), craft beer. Brand is THE starting place for any company to build the right emotionally-led foundation to connect with consumers. It’s those emotional connections that – when built authentically – drive consumers to choose you more often, indefinitely. This episode covers everything from differentiation to IPAs. Here’s a small sample of what you will hear in this episode:

• How do you utilize brand to differentiate in a crowded space?
• Why should your communication strategy be rooted in your brand character?
• How do you make sure your Why translates into all communication channels?
• Why should you utilize your brand purpose when evaluating competitive threats?
• How do you use your brand as the lens to make decisions on your marketing efforts?
• What’s involved in revisiting your brand?
• How do you compete if there are already other strong brands in the space?
• What do Rhinegeist and Green Day have in common?

And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• Classics: 4 Tips for Utilizing Brand to Differentiate in a Crowded Space with Andy Snyder, Rhinegeist Brewery
  • [0:00] Welcome to Marketing Smarts
  • [0:30] Anne Candido, April Martini
  • [0:39] How do you utilize brand to differentiate in a crowded space?
  • [0:48] Learn more about Andy on LinkedIn and at Rhinegeist.com
  • [1:38] Make sure your Why translates into all communication channels
  • [2:02] “4 Reasons You Must Focus on Your Brand to Build a Successful Business“
  • [4:20] Kroger
  • [5:41] CEO (Chief Executive Officer)
  • [6:07] Anxiety, Stress
  • [8:11] Make sure your communication strategy is rooted in your brand character
  • [10:34] Green Day, Rancid, Descendents
  • [11:38] Brand Standards
  • [12:19] Social Media
  • [12:32] Rhinegeist Truth
  • [16:15] P&G, Old Spice, Dove, Axe, Unilever
  • [17:44] Use your brand as the lens to make decisions on your marketing efforts
  • [20:49] Tribes by Seth Godin
  • [21:18] Field of Dreams
  • [22:16] Paid Media
  • [22:37] Dookie
  • [23:23] Podcast
  • [26:40] COVID-19
  • [27:58] Goose Island
  • [31:28] Utilizing your brand purpose when evaluating competitive threats
  • [35:40] Urban Artifact
  • [39:29] Revenue
  • [39:51] Sales Data
  • [41:26] Pabst Labs
  • [42:38] KPIs (Key Performance Indicators)
  • [43:37] Shelf Space
  • [44:38] Apple
  • [46:05] Do you want to stand out in your industry and get more sales? Show you’re different to attract and retain top talent? Build a brand that drives real business results? Grab your Brand Strategy Workbook at: https://forthright-people.com/brand-strategy
  • “In the Trenches”
  • [47:22] How do we compete if there are already other strong brands in the space?
  • [48:25] Psychographic vs. Demographic
  • [49:53] Yuengling
  • [52:53] CPG (Consumer Packaged Goods)
  • [54:10] Willy Wonka & the Chocolate Factory
  • [57:07] Coors Light
  • [59:36] Revelry
  • [1:02:19] Starbucks
  • [1:04:40] Word of Mouth (WOM)
  • [1:06:18] The Founder
  • [1:08:02] How often should we revisit our brand?
  • [1:09:56] Creative Brief
  • [1:12:07] Cidergeist
  • Marketing Smarts Moments
  • [1:15:54] Patagonia
  • [1:17:32] Learn more about Andy on LinkedIn and at Rhinegeist.com
  • [1:19:21] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [1:19:28] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
  • [1:19:32] Sign up to view all the ForthRight worksheets & tips for FREE!
  • [1:19:37] Shop our Virtual Consultancy

What is Marketing Smarts?

From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

How do I exercise my Marketing Smarts?

Thanks for listening to Marketing Smarts. Get in touch here to become a savvier marketer. 

Transcript