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2002 Governor's Conference on Economic Development  Feb. 13-15, 2002 Concourse Hotel Madison, WI |  |
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2002 Governor's Conference on Economic Development Feb. 13-15, 2002 Concourse Hotel Madison, WI | |
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Tom Fuchs, president of Capital Brewery, was the lunch speaker, addressing the importance of packaging and how to make your product stand out from the rest. Fuchs calls Capital Brewery's story "compelling" and takes pride in being part of the company's transformation. Capital Brewery was named one of the top 7 beers in the world. The six in front of it were old European breweries. Fuchs seized upon that rating of quality. The brewery consolidated its packaging to reflect Capital Brewery - America's #1 brewery. "Simplify, consolidate, make it easy for people to understand your story," advised Fuchs. How do you consolidate your story? Create continuity of packaging. Fuchs used color breaks and a consistent look. Fuchs said communities need to consolidate their story and ask themselves what they have to do to stay ahead of the competition. Create an image - we're the right place for you. "Seize upon the qualities you have to sell," said Fuchs. |
