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1. Rather than use focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision. Should New Belgium have used the more traditional approach to ensure the widest possible input to its marketing strategy? Absolutely yes. The brand is relatively new as compared to others in the market. The share of the craft segment is just around 4%. NBB needed to establish the brand quickly in ...
