The GlenLivet: Craft Then and Now
A Prospective Case Study
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Craft it.
The GlenLivet. The Scottish Whisky that everyone sought to duplicate. The craft set it apart then, now, it’s what continues to set it apart.
But how can you continue to perfect something already perfect?
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Build it.
Goals of brand connection:
Connect, with like minds.
Connect, the lines between needs and desires.
Connect, emotionally.
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Evolve it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Copied. Never duplicated.
The GlenLivet’s past keeps the brand grounded. Modern technology makes the continuation of a tried and true crafted recipe, incomparable. But the understanding of craft can get lost in the distillation process and final product. This recipe was copied, because perfection is sought to be held by all - but true replication is impossible. The GlenLivet should never be substituted, mistaken, or traded for anything less.
The Opportunity? To ground the ‘craft’ into something tangible and attainable by everyone.
Past and present.
Where does the sip stay? How does it linger? Why, among everyone else claiming to be the Best, do we choose The GlenLivet above all?
The GlenLivet’s storied past keeps the brand premier. The present? It’s how the brand continues to evolve. When loyalty extends to the roots of a brand, and The GlenLivet’s runs deeper than soil: Give it a voice.
The Final Result? A restructure of ‘craft’ , as not just as a process from source to product, but as an emotional connection and incentive.
