Profitably Scaling Craft and Specialty Brands – Photo: Rex Brown CC
Constrained retail space for product placements
Physical vs. digital brand-engagement collisions
The physics are changing. A rising tide does not float all boats anymore. (Talking about craft breweries struggling to grow sales in an increasingly crowded environment; CBC 2016)
Brands are not created by corporates or committees. Brands are created by individuals who believe in something deeply and who bring those brands to life in an unrelenting way.
Even though craft is growing in a quite, almost explosive manner, the average craft brewer is getting smaller, and the average sales per draft line or per SKU on the shelf are going down.
Technology has revolutionized business by giving consumers the reins to determine whether or not a company will be successful.
By putting these two pieces together (digital fitness platform and world class physical products), you can build a new kind of fitness brand that has a deeper, more trusted relationship with consumers and can engage with them in a more personalized way.