There are hardly any consumer brands within the flower industry. So, it can be educational to look at a different sector that does make successful use of consumer brands. At the recent Global Orchid Event organised by Costa Rican Jungle Talks, Jose Gonzalez offered a look behind the scenes of internationally renowned rum brand Ron Zacapa.
Ron Zacapa is a local rum from a city in Guatemala, which became a global brand. When it was awarded first place at a festival in Florida for the fifth year in a row, Gonzalez knew that Zacapa was a good rum, one in the outdoor category, which didn’t exist yet. But how do you introduce a new rum brand to the global market?
Jasper Claus of 1Camera in Amsterdam specialises in storytelling. If you want to introduce a new brand to the market, one way to be successful is by telling a story. Claus knows nothing about orchids, but everything about filmmaking. He won several awards. (..)
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