Beer is definitely an interest and a passion: I’m a homebrewer and have experienced commercial craft brewing both on the production and the marketing side. But the truth is, the building blocks of brand storytelling are common to most if not all industries, geographies and audiences. I believe that clearly articulating the brand story, which includes positioning, mission and voice, is vital for successfully marketing any business. Take for example some work that I did for a company outside my sweet spot – Suterra, a division of the Wonderful Company and a global leader in environmentally sustainable pest control. There’s a story to be told there, and they are the company qualified to tell it! Applying the same principles of brand marketing to Suterra’s story could help them differentiate and engage, growing sales and loyalty as a result.