Branding Your Product: What Not To Do

Actor/comedian Dan Aykroyd says:  Just cracked Crystal Head Vodka’s newest vodka expression, Onyx to celebrate our 95 point rating from Anthony Dias Blue at Blue Lifestyle.  Bar chefs worldwide are loving this new spirit – the first commercially available agave based vodka ever.

Marketing Consultant Craig Shields responds:  Please tell these guys that branding an ethanol product, a chemical that kills 95,000 Americans annually, by selling it in a bottle shaped like a human skull, is by far the stupidest goddamn thing I’ve ever seen in the 39 years I’ve been working in this field.  Thank you.