How storytelling impacts branding for craft beer

Marck, Michael and Gordon, Tess and Ennis, Sean and Radon, Anita; (2019) How storytelling impacts branding for craft beer. In: Winds of Change. Australian and New Zealand Marketing Academy, NZL.

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    Abstract

    This paper explores millennial consumers’ perceptions regarding how brand storytelling can contribute to building brand equity for the craft beer industry. Since time began, stories provided deeper meaning of life, uniting cultures and fortifying religious beliefs. People like to experience life through stories since they enhance relationships, serve as learning tools and help build an all-important sense of community. The study adds value to academics by extending the literature about storytelling and examining the ‘Extended Transportation-Imagery Model’ (Van Laer et al., 2014). The research enhances craft beer brewers’ understanding of how storytelling can build their brands while targeting the fickle needs of millennials. This group, 21-34 year olds are credited for being trend hunters, value conscious, purchasing organic and healthy and also noted for spending more on craft beer each month than they do on their mobile phones and utilities (Settembre, 2019) becoming a profitable and growing segment to target.