People buy complete brands. They don’t buy product, packaging or the brand’s story separately. Some brands borrow stories. Some make up stories. Not you. You’re going to honor your brand’s heritage while living in the present and creating the future.

Courtney and John McKee are doing this particularly well with their Headframe Spirits brands. I caught up with them at a recent HATCH Experience and they took me through their approach which leads to three imperatives:

  1. Honor the brand heritage. It’s a critical part of the “why” in your story.
  2. Live in the present. Don’t allow false trade-offs.
  3. Create the future. You can’t make up your past, but you can create your own brand heritage going forward.

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