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New Belgium

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New Belgium’s focus is based on having fun and getting away from the ordinary. Doing whatever it is that makes the customer happy and drinking a New Belgium beer while doing whatever that is that makes them happy. “NBB has always remained committed to its initial mission of being fun, socially, and environmentally responsible company” (Ferrell and Hartline 2015 p. 367). I do not think that having fun being socially and environmentally responsible only applies to the people of Colorado. This type of behavior and attitude will translate to every part of the country. As long as New Belgium does not lose focus on the initial mission they should not have a hard time making the branding and messaging resonate with other parts of the country. The way people have fun and spend their time having fun might vary as the topography changes but the main mission hold true (Ferrell and Hartline 2015).

Social media is a great way for New Belgium to get convey the message of the NBB mission. The use of social media to develop a community is associated with adult life satisfaction. Through the use of social media NBB can develop a real sense of personality associated with its products (Rossmann, Young, 2015).

The use of social media to show the mission of NBB allows NBB communicate the brands values. Social media will allow the brand to create a following with the customers that share the values and mission of whimsy and fun. Creating an almost sense of ownership with the social media followers (Yan 2011).

References

O.C. Ferrell & Michael D. Hartline (2014) Marketing Strategy. Text and Cases Sixth Edition South – Western Cengage Learning

Rossmann, D., & Young, S. H. (2015). Using SOCIAL MEDIA to Build COMMUNITY. Computers In Libraries, 35(4), 18-22.
Yan, J. (2011). Social media in branding: Fulfilling a need. Journal Of Brand Management, 18(9), 688-696.

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