When a company reaches the point of transition where there is a need to balance their existing culture with the complexities of expansion every decision is vital. For NBB, the company’s culture has been essential in achieving the level of success that it currently enjoys. To be able to continue to see the rate of growth it has previously experienced, the company must ensure that the existing culture doesn’t diminish due to a disconnect amongst various locations that are erected during growth periods. However, seamlessly transplanting the spirit, morale, and solidarity of a company from one location to a second locale -- and then a third and a fourth – can be quite burdensome. New Belgium has been deliberate in its marketing strategies ensuring that the focus remains on sustainability, whimsy, and fun; values that are rooted in its Colorado-based culture and the …show more content…
As the NBB continues to grow and expand the company must be sure that its branding and messaging resonate with consumers across the board. It was word-of–mouth communication and relational marketing that helped launched the company. NBB seems to be moving in the right direction by changing the medium but maintaining the authenticity of its principles and brand image. The company will likely find venturing into the world of social networking sites and digital videos to be highly beneficial. The company is assuring that it remains relevant through other virtual branding initiatives such as blogging and mobile applications. As long as NBB remains committed to upholding its mission and core values the company will be able to make its branding and messaging resonate with consumers in various parts of the