Arctic narratives: brewing a brand with neolocalism

• Main Author: Janne P. Ikäheimo
• Format: Article in Journal/Newspaper
• Language: unknown
• Subjects: Arctic; Tornio; Northern Finland; Lapland
• Online Access: http://link.springer.com/10.1057/s41262-021-00232-y

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...