A lot has been made of this response from BrewDog to a rejection from Portman Group on the grounds that their packaging for Dead Pony Club encouraged antisocial behaviour and binge drinking.
Whilst it may have been the swearyness of the ‘apology’ that made the headlines, it is the sentiment that caught my attention. We work alongside clients day in day out, each looking for a unique point of view on the world.
That point of view is hard to create. It’s hard to manufacture. It’s hard to fake.
What this apology did (putting aside an amazing quality of column inches and social chatter) was create clarity on Brewdog’s brand position.
We’re entrepreneurial. We’re fun.
We’ll shock, yes, but our audience can handle that and we’ll build OUR brand around them.
This strong point of view, this strength of mind and vision, makes BrewDog’s brand equity stronger than ever. Building brands is difficult, sticking by your guns can be hard, but better to be black or white – attracting and repelling in equal measure – than to try and appeal to everybody and lose what makes you special in the process.