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Five Minutes to Brewpub Success

Buyer Utility: How Underlying Emotions Drive Consumer Choices

7m 30s

Up Next in Season 1

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    The Science of Persuasion (Cialdini, 2001) helps us change the conversations about beer consumption from those based on price to those based on experiences.

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    How does a company construct a brand that fits their unique identity? We go through a step by step process for any brewpub entrepreneur to begin the process of building a brand from scratch.