Brown-Forman mixes experiences and stories

This event report addresses how Brown-Forman, the alcoholic drinks group, is using storytelling to build and enhance brand experiences.

Brown-Forman mixes experiences and stories

Geoffrey PrecourtWarc

Storytelling and whiskey go hand in hand.

For Brown-Forman Corp.'s most storied brand, the narrative tracks back nearly 150 years, when Jack Daniels himself would travel from one country fair to the next, engaging would-be customers with tales of the care of creation that went into every bottle of the amber-colored product … and even offering a sip, on occasion, to seal the deal.

"It's a core part of who we are," Jason Loehr, Vice President/Director of Global Media & Insights at Brown-Forman, told the 2015 Association of National Advertisers'...

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