Point of view: The power of storyfinding

This brief article demonstrates the importance of searching for stories behind products and brands, using the example of DB Export Gold, a New Zealand beer brand.

Point of view: The power of storyfinding

James HurmanPreviously Unavailable

In 2010, our agency was briefed by a big brewery to have one last go at reviving a beer that had been in decline for a decade. The previous agency had done seven big brand campaigns for DB Export Gold over that decade, and none had worked. Nobody liked Export Gold much. It wasn't great beer. It had no brewing credentials and a vaguely metrosexual personality that didn't impress men much. Even the client recognised the hopelessness of a beer without a proper story – apparently Export Gold had...

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