{"id":97508,"date":"2016-12-09T14:00:10","date_gmt":"2016-12-09T14:00:10","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=97508"},"modified":"2017-01-18T16:02:10","modified_gmt":"2017-01-18T16:02:10","slug":"pr-for-punks-forget-strategy-and-be-selfish","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/pr-for-punks-forget-strategy-and-be-selfish\/","title":{"rendered":"PR for Punks: Forget strategy and be selfish"},"content":{"rendered":"

Brewdog, the Scottish-based, internationally acclaimed craft brewery, knows one or two things about creating a buzz. However, their \u201cstrategy\u201d might give PR purists a bit of a headache. Their \u201cPunk Rock\u201d approach to business means they\u2019ve pretty much torn up the PR rule book and are set on world domination building a business based on their own rules (or lack of the them).<\/strong><\/p>\n

As the brewing company is set to enter the US market, its founders told journalists<\/u><\/a>\u00a0they aren\u2019t about to change anything about the way they promote their business.<\/p>\n

There\u2019s no slick targeting or the creation of marketing personas to guide their PR\u00a0 and marketing strategy according to Brewdog\u2019s co-founder James Watt.<\/p>\n

Watt instead joked that Brewdog targets: \u201cborderline alcoholics with commitment issues\u201d before suggesting that strategies like targeting consumers based on markets or demographics were \u201coutdated\u201d.<\/p>\n

Watt said: \u201cEveryone wants to be someone they are not\u2014young people want to be older; old people want to be younger. So you are essentially marketing towards the stereotypical aspirations of a stereotype, and I think that just falls down under the weight of assumptions.\u201d<\/p>\n

Instead Watt believes in a more \u201cselfish\u201d approach to promoting his business and said: \u201cWe make beers that we love, and we put them out there, and if other people like them, that\u2019s great.\u201d<\/p>\n

While Watt might consider this anti-strategy as \u201cselfish\u201d there is little doubting the company\u2019s authenticity, sense or fun and passion \u2013 something consumers of craft beers would certainly appreciate (if you believe in outdated stereotypes).<\/p>\n

Brewdog\u2019s approach to the US market will follow their already tried and tested approach which was honed as a cash-strapped start-up.<\/p>\n

Watt told journalists: \u201cWe aren\u2019t planning on doing anything differently with American audiences than what we have done in Britain. The strategy is going to be massively focused on digital and social media with more traditional PR tied into it, as well as untraditional things.\u201d<\/p>\n

How the US market reacts to PR stunts like \u201ctrans-gender beer\u201d and a using taxidermy in their packaging remains to be seen but one things for sure \u2013 they will be keeping their PR punk rock.<\/p>\n","protected":false},"excerpt":{"rendered":"

Brewdog, the Scottish-based, internationally acclaimed craft brewery, knows one or two things about creating a buzz. However, their \u201cstrategy\u201d might give PR purists a bit of a headache. <\/p>\n","protected":false},"author":423,"featured_media":97509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1449],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/97508"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=97508"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/97508\/revisions"}],"predecessor-version":[{"id":99072,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/97508\/revisions\/99072"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/97509"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=97508"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=97508"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=97508"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}