NBB’s roots-style of marketing would not be abandoned as they ventured into a broader audience like television. It became very important for them to speak to insiders who helped them to build the brand in the same authentic way they began (Ferrell & Hartline, 2014). New Belgium did not want to redirect itself from event sponsorships to media, but build better relationship with sponsors and maintain vital dialogue. NBB figured that it would be better to use insiders in the bike community and friends of the brewery that have personal history with the company to gather advertising Ideas. The use of the group chosen for advertising versus using the focus groups was proven to be successful for New Belgium (Ferrell & Hartline, 2014). New Belgium’s plan to find ways to continues its expansion into new marketing in other area of the country will draw customers humorousness and fun television advertisements (Ferrell & Hartline, 2014). The most important component when expanding globally is to maintain Brand image across all channels of advertisement. Expanding internationally is important because of the over saturated market in the United States (Lamb, 2012). …show more content…
Sustainability falls under a broad range of topics for companies nationwide. These companies are being held responsible for reducing consumption of scarce resources, finding ways to not harm our environment, and ensuring sustainable supply chain management (Crittenden, Crittenden, Ferrell, Ferrell and Pinney, 2011). A few other things that companies must worry about is the consumers concerns about sustainability, global economic stability through sustainability, and managing their business processes to protect the natural environment (Crittenden, Crittenden, Ferrell, Ferrell and Pinney,