Why would a marketing company call themselves the decidedly un-marketable ‘Stale Beer’?

When it comes to marketing your product, unless it’s something that doesn’t already exist, you are going to be battling the consumers expectations of what your product should be. Let’s take beer for example, most consumers have an idea of what beer tastes like, and many associate “beer taste” with a favorite brand or style. The problem is, most mass market beer is oxidized (stale) by the time it hits the shelf. So if you are marketing your new beer, telling everyone that your beer is “fresh” doesn’t really matter to a large percentage of your audience because they don’t know that what they like is stale.

Our job is to find interesting approaches to marketing your product that differentiate it in the space and find out which value propositions matter to your consumers. Once we meet and exceed your core consumer’s expectations. Then we can educate the broader populace on why your product is fresher than all the rest. Or better yet, your fans will do that for you.

tl;dr - ‘Stale Beer’ is a constant reminder that the consumer isn’t a monolith. Everyone has different expectations of what your product should cost, feel like, look like, taste like, before they even buy it. Our goal is to understand what the most important thing about your product is to the consumer, and exceed those expectations.