Branding & Naming Expert President of Tungsten Branding
(Excerpts) As the craft beer and spirits category grows larger, it’s getting hard to select a unique, marketable name for a new beer or spirit. The shelves are bursting with beer brands bearing catchy names like Brew Free! or Die IPA, Smooth Hoperator, Sexual Chocolate Imperial Stout and Dead Guy Ale. Phil Davis, the founder of Tungsten Branding is keenly familiar with delights, challenges and potential roadblocks associated with naming craft beverages. Davis said that creating a truly unique name for a beer or spirit is a lot more difficult than it appears. “There’s more groupthink than people are aware. When you think you’re being extremely unique, you’re probably following a trend. It’s like the classic lament of teenagers who say ‘I want to be different — just like my friends'”
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