{"id":346,"date":"2010-06-10T11:00:15","date_gmt":"2010-06-10T10:00:15","guid":{"rendered":"http:\/\/www.idenk.co.uk\/ideasdigest\/?p=346"},"modified":"2014-06-10T11:45:06","modified_gmt":"2014-06-10T10:45:06","slug":"what-motivates-your-branding","status":"publish","type":"post","link":"http:\/\/www.idenk.com\/blog\/what-motivates-your-branding\/","title":{"rendered":"What motivates your branding?"},"content":{"rendered":"<p>If you are a fan of either whisky or the rock band Status Quo, you might have seen that Francis Rossi, the lead guitarist,\u00a0has bought a stake in the Glen Rossie distillery and taken over as Chairman.<\/p>\n<p>This 200-year old Scottish whisky company now has a new shape bottle and a label shaped like a guitar pick.<\/p>\n<p>In a world where whisky increasingly competes with premium vodka and other top end spirits, profits might be boosted by sales alongside other merchandising at Quo concerts.<\/p>\n<p>Or traditional\u00a0Glen Rossie drinkers may be put off by the association with the King of Three Chords.<\/p>\n<p>Is it the passion to bring a favourite drink to a new audience that motivates this? To share the personal delight in a much-loved product? Or is it vanity, replacing mental images of rocky glens with those of a &#8216;geri&#8217; rocker?<\/p>\n<p>How much are branding decisions really about making a connection between the customer and what they are buying? And\u00a0how much are they personal motivations?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you are a fan of either whisky or the rock band Status Quo, you might have seen that Francis Rossi, the lead guitarist,\u00a0has bought a stake in the Glen Rossie distillery and taken over as Chairman. This 200-year old Scottish whisky company now has a new shape bottle and a label shaped like a [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[25],"tags":[20,64,67],"_links":{"self":[{"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/posts\/346"}],"collection":[{"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/comments?post=346"}],"version-history":[{"count":15,"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/posts\/346\/revisions"}],"predecessor-version":[{"id":2664,"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/posts\/346\/revisions\/2664"}],"wp:attachment":[{"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/media?parent=346"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/categories?post=346"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.idenk.com\/blog\/wp-json\/wp\/v2\/tags?post=346"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}