Arctic narratives: brewing a brand with neolocalism
Abstract Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tor...
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ftrepec:oai:RePEc:pal:jobman:v:28:y:2021:i:4:d:10.1057_s41262-021-00232-y 2024-04-14T08:06:26+00:00 Arctic narratives: brewing a brand with neolocalism Janne P. Ikäheimo http://link.springer.com/10.1057/s41262-021-00232-y unknown http://link.springer.com/10.1057/s41262-021-00232-y article ftrepec 2024-03-19T10:41:08Z Abstract Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tornio Brewery, a microbrewery located near the southern edge of the Arctic in northern Finland. The qualitative research method used here involves the identification of stories related to neolocalism from the brand narrative composed of media releases, advertisements and other promotional material, in addition to beer names and labels. The themes emerging from this material—history and heritage, Lapland and the Arctic as geographic locations, the use of local ingredients and community involvement, as well as the culture and heritage of northern Finland—are then explored. Neolocalism is shown to provide a rich vein of storytelling that can be used effectively for marketing purposes as a holistic concept. While craft brewers have already explored neolocalism in their marketing efforts, the use of professional assistance in creating all-encompassing and meditated storylines is strongly recommended. Arctic, Brewery, Brand, Storytelling, Neolocalism, Place Article in Journal/Newspaper Arctic Northern Finland Tornio Lapland RePEc (Research Papers in Economics) Arctic Tornio ENVELOPE(24.147,24.147,65.848,65.848) |
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Abstract Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tornio Brewery, a microbrewery located near the southern edge of the Arctic in northern Finland. The qualitative research method used here involves the identification of stories related to neolocalism from the brand narrative composed of media releases, advertisements and other promotional material, in addition to beer names and labels. The themes emerging from this material—history and heritage, Lapland and the Arctic as geographic locations, the use of local ingredients and community involvement, as well as the culture and heritage of northern Finland—are then explored. Neolocalism is shown to provide a rich vein of storytelling that can be used effectively for marketing purposes as a holistic concept. While craft brewers have already explored neolocalism in their marketing efforts, the use of professional assistance in creating all-encompassing and meditated storylines is strongly recommended. Arctic, Brewery, Brand, Storytelling, Neolocalism, Place |
format |
Article in Journal/Newspaper |
author |
Janne P. Ikäheimo |
spellingShingle |
Janne P. Ikäheimo Arctic narratives: brewing a brand with neolocalism |
author_facet |
Janne P. Ikäheimo |
author_sort |
Janne P. Ikäheimo |
title |
Arctic narratives: brewing a brand with neolocalism |
title_short |
Arctic narratives: brewing a brand with neolocalism |
title_full |
Arctic narratives: brewing a brand with neolocalism |
title_fullStr |
Arctic narratives: brewing a brand with neolocalism |
title_full_unstemmed |
Arctic narratives: brewing a brand with neolocalism |
title_sort |
arctic narratives: brewing a brand with neolocalism |
url |
http://link.springer.com/10.1057/s41262-021-00232-y |
long_lat |
ENVELOPE(24.147,24.147,65.848,65.848) |
geographic |
Arctic Tornio |
geographic_facet |
Arctic Tornio |
genre |
Arctic Northern Finland Tornio Lapland |
genre_facet |
Arctic Northern Finland Tornio Lapland |
op_relation |
http://link.springer.com/10.1057/s41262-021-00232-y |
_version_ |
1796303311176990720 |