I was reading an article tonight written by Craig Stout of Interbrand about Four Principles of World Changing brands and was fascinated by one of my home state’s best known brands, Jack Daniels.

Jack Daniels takes a deeper approach to branding by seeking out alliances and relationships that are core not only to its brand image, but its brand soul.

Through sponsorships of events like Sturgis, barbeque showdowns and bull riding, not to mention alliances with groups like the amazing USO, Jack Daniels knows that its important to feed the brand’s persona and character by associating with the right properties, events and organizations.

While some companies hold over money to sponsor personal interests of its employees, Jack Daniels focuses on things that are of interest to the one group of stakeholders that matter most, their customers.

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