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IGNITE CREATIVITY: Strut Your Stuff Case Study

The situation: I’ve used this concept too many times to pick just one example, so I’m going to share the philosophy with you, shared by the great advertising legend Claude Hopkins way back in 1923. Hopkins was called in to help Schlitz beer increase its market-share. At the time, each beer manufacturer was claiming that customers should drink their beer because it was "pure beer." The problem was, nobody knew what exactly "pure beer" was. Sure they knew what "pure" meant, but what exactly was "pure beer"? Hopkins visited the Schlitz manufacturing plant where he was shown the beer-making process. The Schlitz process was not unique -- all the other beer manufacturers made beer in the same way

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