Story Development Archives - Drink With Your Eyes®

The Core 4 – Setting the Foundation for Your Brand

September 19, 2025 by David Schuemann Leave a Comment

Published in the Fall 2025 issue of Artisan Spirits Magazine.

Launching a new brand, or repositioning an existing brand, is a daunting undertaking, no matter your strategy, business plan, or budget. Establishing these “Core 4” expressions of your brand will provide the marketing cornerstones for your brand’s success.

The Core 4 of your brand:

1. Brand Story

Developing or refining your brand story is the first crucial step. Your story will establish your brand’s voice and the essence of … Continue reading

The Selling Power of Stories in Alcohol Beverage Branding

January 20, 2015 by David Schuemann Leave a Comment

Creating a narrative that engages your consumer and embraces their lifestyle will build brand loyalty and bolster your bottom line.

The power of stories in consumer engagement is undeniable, but often deciding how to develop your alcohol brand’s story presents a more difficult challenge. In the following article, I’ve outlined some keys to developing killer stories that will appeal to your consumer, grab their attention, and engage their imagination.

The goal of telling effective stories about your brand should … Continue reading

The Heart of Every Successful Brand for Alcohol Beverage Branding

January 5, 2015 by David Schuemann Leave a Comment

Every brand has a story. Tell it well and you’ll give your customers a reason to believe and, better yet, to buy.

Volumes have been written about how to build a strong brand, but where should you start? While there are many ways to develop strong brands, there is a common DNA that runs throughout all successful alcohol brands — a strong, well-thought-out and clearly defined brand essence.

The brand essence is the most elemental part of your brand.… Continue reading