Question

Topic: Just for Fun

Re-introducing Lowland Whiskey

Posted by Anonymous on 10/29/2007 at 2:18 PM ET 100 Points
Currently designing branding, packaging and a name for the re-introduction of a lowland whiskey in scotland.

I already have thought about using a gaelic name and traditional earthy colours and would like to know if anyone agrees with this or not and/or any other ideas??

Ta, Scott
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RESPONSES

  • Posted by SteveByrneMarketing on 10/29/2007 at 2:31 PM Accepted
    Hi Scott,

    re: "using a gaelic name and traditional earthy colours"

    It's not a question of agreeing with this approach. It will work based on how well you execute it creatively.

    I will only add that since this is the traditional approach, it may make it more difficult to differentiate your new brand from your competitor brands. Your option is to go in a different direction creatively, such as using brighter colors or non-gaelic naming. Of course the risk is your customers may not take this brand approach seriously.

    I would just start asking lowland whiskey drinkers what they think.

    hope this helps,

    Steve
  • Posted by SteveByrneMarketing on 10/29/2007 at 2:35 PM Member
    I forgot, here's a link to an article on positioning and branding. Also, check out, "Positioning, The Battle for your Mind" by Al Ries and Jack Trout.

    https://www.marketingprofs.com/ea/res_detail.asp?resid=349

    Hope this helps,

    Steve
  • Posted by phil.wesel on 10/29/2007 at 4:28 PM Accepted
    Okay I am gonna step out on a wee limb and give you two suggestions. One in the spirit (no pun intended) of what you are trying to accomplish and another for fun.


    First is "Padruig"

    which I believe means "noble and well born".

    The second suggestion is

    "Leapfraegin" which means what your Lowlands Scotch is supposed to do to the competition.

    I have to agree doing it the same as everyone else will only get you so far whereas if you could come up with a really different play (Think Absolut) in Vodka then you have a brand that is worth something.

    For my suggestion of leapfraegin - the brand statement is one that "puts a little fraeg in your throat"

    Anyhow thems my thoughts and you are welcome to em. If you use it, you owe me a case of your finest when you launch.

    best
    Phil Wesel
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