Beer Labels

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Good enough isn’t, or is it?

By Ken Gasque Photo by Diego Catto The phrase “Good enough isn’t” was coined by Los Angles advertising agency Chiat/Day and emblazoned on employee tee shirts. Chiat/Day was trying to keep up with its innovative account Apple Computer and Steve Jobs perfectionist philosophy...which is unattainable. Walter Isaacson is Steve Jobs biographer. In his book, Steve Jobs, he gives an ex...
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The most powerful tool for creating magic is a pencil.

By Ken Gasque 1. The magic is in the thinking the pencil generates. Art teachers teach ‘thinking happens when you put pencil to paper.’ It’s true. It’s the simplest tool available to you, it allows you to concentrate on the opportunity and not the technology. Writing it down makes it happen. It’s magic. 2. And you get more solutions faster. Designers are taught there is more tha...
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But will it sell more beer?

[caption id="attachment_748" align="alignnone" width="1200"] Photo by Adam Pacanski[/caption] [caption id="attachment_754" align="alignright" width="554"] Photo by Wil Steward[/caption] By Ken Gasque Have you seen the ABC program Shark Tank? Quite often the 'Sharks' have to point out to the entrepreneur that they have lost focus and they need to get back on track. It reminds me of a st...
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"...Better quality and cost less."

[caption id="attachment_733" align="alignnone" width="1100"] Mike Pensinger, Brewmaster[/caption] By Ken Gasque “Our Story” as presented on their web site—“The story of Parkway Brewing Company is a love story, a story that embodies the American Dream, a story of do-it-yourself determination, a story that continues on an exciting journey- much like the scenic highway for which Parkway Brew...
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Do you need Brand-Aid?

Have you ever heard the phrase ‘What gets measured gets done’? I think it’s true because it focuses attention on the thing that is most important. Business consultant and writer Tom Peters agreed this was the soundest management advice he has ever heard. That’s a pretty strong endorsement. But my favorite brand development quote from Tom Peters is ‘distinct… or extinct.’ Very succinct an...
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The Biggest Reason Your Advertising Fails

Most often your graphics and your brand do not align and send mixed signals to the consumer. Before they taste the quality of your beer they buy with their eyes. Another Reason I met Bob Evans Jr., CEO of Bob Evans Resturants, several years ago at a convention. He was the keynote speaker. After his speech I introduced myself to him and told him how much I enjoyed and appreciated his speec...
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Some Advice About Your Labels and Your Marketing

The first thing I did after reading this book was to order four more for my children (I will send a note and tell them to read it and read it to my grandchildren). The book is about creativity and how we achieve it. Most of our creativity comes from our take on the work of others. by Ken Gasque
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Why Choose Pressure Sensitive Labels?

Several very good reasons: they are easy to apply; they don’t require heat, solvent or water to adhere to packages, containers or bottles; and they offer a multitude of applications and printing. What’s more over 80% of all the labels in the market are Pressure Sensitive. What is missing from our video? The mess associated with solvent or water applications. Pressure Sensitive Labels ne...
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Inspiring Ideas For Label Designs

You can’t judge a book by its cover, but you do. An attractive label may be the only advertising and branding your prospects and customers might see. Craft beer drinkers are loyal to their favorites but are always willing to expand their favorites list. While you can’t judge a book by its cover, it is still the first thing that makes you have a look at it to see if you are interested. And th...
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Three Rules for Naming Your New Beer

Ask any parent—naming your child is hard; naming your newest beer may be harder. There are library shelves full of baby naming books and you still went to school with three Johns. Beer names are an important part of a brewery’s brand and a good beer name can attract more customers so, you want to stand out with an original, memorable name if you can come up with one. While this isn’t a l...