When people think of “artisanal” they think about physical things crafted from hand. That is a remnant from a time before digital. The important part is the level of care and attention that goes into the product and the ability to give the customer the feeling that this thing was made for them rather than the masses.
An artisanal brand knows how fill an emotional need or aspiration in the customers life. It is a brand that customers want to identify with and advocate for. Key to doing this includes transparency, storytelling, and customer advocacy enablement. Every business or startup can learn from this.
From a decade of product design for fast-paced tech startups to starting a Santa Cruz based craft brewery, Frank has learned a thing or two about how to do this. He will talk of the thrills, benefits and perils of transparently sharing your company’s story and building a customer base before the government even allows you to sell your product.
That is exactly what he is doing with Humble Sea Brewery — called “the coolest brewery that doesn’t exist”. Frank will highlight the steps he took, the stories he shared and the craft brewery brand he’s building — and contrast this to some digital equivalents from his past and current digital product work.