Patrick Daugherty is a seasoned marketing and creative veteran. He has more than 20 years of experience leading and developing powerful CPG marketing teams and strategies across a variety of brands and channels. Patrick is the Principal at BrandCraft Collective, a consultancy specializing in branding strategy for small to midsize CPGs.
Dan Kiefer is a creative with deep experience on both the agency and brewery sides. He is the Chief Creative Officer and Co-founder of Ahead of the Curve Strategy. Previously, Dan was the Vice President of Creative at CANarchy Craft Brewery Collective. He helped create and launch brands including Wild Basin Boozy Sparkling Water and CAN-O-BLISS IPA Series.
As a creative marketer, it’s easy to get tired of your own ideas. You draw and redraw logos, write and rewrite tag lines. How do you know if your idea is worth pursuing?
A little bit of data goes a long way. Data and insights are the perfect pairing with your guts and intuition. While data alone wouldn’t be enough for a creative campaign, it can give you insights into human behavior. With that, you can explore endless branding strategy possibilities. Your creative thinking can help you find a new angle to reach people — making a fresh, successful marketing campaign.
In this episode of It’s Not Just Business Talks with Sonja, Host Sonja Anderson is joined by Dan Kiefer from Ahead of the Curve and Patrick Daugherty from BrandCraft Collective to discuss creative marketing strategies for breweries. They talk about previously successful campaigns, why a welcoming agency culture matters, and how to handle constructive criticism from clients.