So, enough about the wonders of the nectar. When can we taste it? Will we wished we hadn't? Will a whiskey left unwittingly (or was it???) for a hundred years under a makeshift Antarctica hut in nature's own cooler even be palatable - or potable? We'll never know unless Whyte & Mackay create or recreate the brand - for it's unlikely that many of will ever get near the actual liquid they found.
Is there an idea here that can become a brand? And what kind of brand could it become? I say there's more than a just a swirl of potential greatness here. Branding is, of course, far less about logic than it is about emotion. And in this case, the liquid will be almost irrelevant to brand success. Whyte & Mackay are in possession of one the most compelling stories - and therefore, potential brand building opportunities - since Shackleton left the whiskey.
All the elements that make both great stores and brands are here: a unique platform from which to build, an intriguing opening, characterful personalities, exotic context, plot, tension, conflict, climax. We just need a resolution! So, I say, in my best Scottish brogue: Gentlemen, dunna wurry 'bout the liquid. Instead, move on to that other great Scottish tradition - storytelling!
Is there an idea here that can become a brand? And what kind of brand could it become? I say there's more than a just a swirl of potential greatness here. Branding is, of course, far less about logic than it is about emotion. And in this case, the liquid will be almost irrelevant to brand success. Whyte & Mackay are in possession of one the most compelling stories - and therefore, potential brand building opportunities - since Shackleton left the whiskey.
All the elements that make both great stores and brands are here: a unique platform from which to build, an intriguing opening, characterful personalities, exotic context, plot, tension, conflict, climax. We just need a resolution! So, I say, in my best Scottish brogue: Gentlemen, dunna wurry 'bout the liquid. Instead, move on to that other great Scottish tradition - storytelling!
Posts
