Brewdog have announced a re-brand. Details are here:
https://www.brewdog.com/blog/the-new-brewdog-starts-here
For those like me who dont like market capitalism,what is required out of a brewery is decent beer, which Brewdog sometimes manage.
However we do actually live in a market capitalist economy (in fact we currently live in a market society)so image and brand are important ways of differentiating products and selling them.
As at least some who read this blog know I’m a union officer who represents managers and professionals in the private sector. In that capacity I represent people whose job it is to brand and re-brand large companies.
They tend to move around because its quite rare to create a brand that escapes criticism from some.
Brewdog have evidently employed some brand consultants and provided some appropriate words about climate change and responsible capitalism (which is where progressive business is)
They have not however totally avoided basic BS as the rebranding announcement ends with the following line:
We are determined to continuously raise the bar and set a new standard for beer and business.
Raise the bar is not currently in use as management speak in 2020 because it was called out as completely meaningless twaddle. Oh well. There always the next re-brand
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