The Impact of a Powerful Brand Story

"You know, the craft beer industry exploded in post-recession Ireland. When I think of craft beer, I'm reminded of a brand strategy case study I wrote during my master's. Not only because I scored very high on it, but because it was written about one of the most fascinating, and successful brand stories I have ever come across, and that's saying something after six years and multiple projects undertaken on the subject."

In one of my posts last week, I asked if you knew how a particular brand of Irish Craft Beer had become so successful so quickly. Those of you who attended my free training session that day got the answer. (Thanks for coming). They did something unheard of in the beer industry, never mind craft beer industry. Sit down now if you're a beer drinker, you may be horrified.

McGargles, the craft beer in discussion, took the strategic decision, in very Irish form, to go "brand first, beer second." Shock horror, I know, but don't panic. They didn't neglect the beer. The founders, formerly of Molson-Coors, Diageo and Heineken, alongside a Yeast Expert, and their 3rd generation Guinness brewer, knew only too well how to brew up a batch of well-balanced beer (even if the McGargles family did first brew in a bathtub). They also understood, better than any other craft brewer on the market at the time, the power of family connections, Irish myth and legend, and the strength of a story.

"You can't choose your family, but you can choose your beer."

I don't drink beer, and yet, as a master's student back in 2015, I felt compelled to write my Brand Strategy paper on McGargles. Why? Because one night, while sitting in a pub in Dublin, wondering which brand I should choose to put into a case study, I heard my friends talking. Were they talking about the beer they were drinking? No. They were all looking at a beermat, discussing a woman called Granny McGargle. After asking what they were talking about, and probing a bit, I knew I had my brand. What I learned about them as I studied their approach not only impressed but inspired me.

Brand Facts

• The McGargles family came from a mythical island off the coast of Ireland.
• They brewed their first beers in a bathtub.
• Each beer represented the character of a family member. Each family member represented the character many Irish and international families can relate to.
• In 2013, they established the first 100% Irish-made commercial brewery in Ireland for 100 years. (built in Dundalk, my home town, the home of Harp Lager).
• The brewery was built in a medieval town with a long brewing history (1595 is the first record).
• In Ireland, "to go for a gargle," means to go out for a drink. The McGargles family name was inspired by this.
• They started with a budget of €70,000 and a big, hairy, audacious goal: to reach national distribution within four months. That's national, all-island Ireland.
• The market was "reputedly" unresponsive to craft beer branding and advertising.
• They decided to challenge the market, targeting not seasoned craft beer drinkers, but competitor's drinkers.
• By October 2014, McGargles was stocked in all 32 counties of Ireland, something never before achieved by an independent craft brewery in Ireland.
• They surpassed their sales goal with a marketing spend of only 5.6% of revenue (vs the typical 10%).
• By September 2015, McGargles was being exported to 15 countries and served in 150 pubs in New York.
• In 2021, McGargles was the "#1 craft retail brand in Ireland."
• The owners knew when the time was right to pivot from brand to beer.

In other words, they weren't afraid to change their story.

What's the Relevance?

It pains me to say this, but storytelling is becoming a buzzword. Posts abound from coaches, speakers and creators about why storytelling is essential in business. For those who love data, I imagine this is getting tiring. But stories don't have to be devoid of data. People love a good fact blended with a bit of myth. (You've skulled a pint of water before bed after a night on the gargle, right? Why? Because of a fact you were told, or a story?)

Long before writing, we told stories. We are wired to connect with them on an emotional level. How do you get your children to eat their vegetables? How do you persuade your friends to go somewhere you recommend? How did you use to convince your parents you weren't lying to them?

Stories (and a bit of myth thrown in for good measure, I'd wager.)

Story Structures

You've probably heard of Joseph Campbell and the Hero's Journey. In my (somewhat humble) opinion, he's another buzzword, it's a tired concept, and it's too complex. There also are formulaic story structures you've also probably seen, like Freytag's Pyramid or the classic structure as below:

They're great if you're just getting started, but if you're a deeper thinker and open to alternatives, your eyes may roll.

Here's the Reality:

1. Not all stories need tension.
2. Not all stories involve people.
3. Not all stories have a clear ending.
4. Some stories rely on love and laughter.
5. Some stories teach lessons, using animals.
6. Some stories, in my view, the best, are evolutionary.

Stories Can Be Simple

In Ireland, long before there were heros and heroines, there were mountains, rivers, birds and bees. And there were what we call Seanchaís (sh-eyan-keys) - keepers of the stories. They were given the title by the people. Later this year - 2024 (soft announcement here) I'm going to host a workshop on the Neuroscience of Storytelling, and teach you the steps the Irish use to structure stories (though most storytellers don't know they use them). For now, let me share two short structures you can use to open your presentations with impact. They will likely read very simply, but if you get them right, you'll pack a memorable punch. And you want to make an impact, right?

First, you need to know your stories. Track your life by your experiences, and attach memory threads to them with key words looped onto the threads. Then, pull from the threads as you shape your stories for different presentations.

Technique 1:

Technique 2:

Meet Donal Quinn , an entrepreneur who reached out to me earlier this year to pivot his speaking skills from his DJs days into more professional skills to take his business, ENSO, to the next level. We had to pull his story out to do that. As my showcase guest on this month's training session, Donal came on to practise the brand provenance story we're shaping.

Donal's comment on the experience was noteworthy.

"It didn't feel like I had to learn something fictional. It's my story. It's real and it's true."

Simplify Your Stories

1. Know yours, inside out, upside down and backwards.
2. Research how they relate to your audience - find the facts.
3. Use keywords from your audience's branding.
4. Tie the keywords to your own mission.
5. Use simple structures to shape them.
6. Include emotion, logic or morality.
7. Practice speaking them.
8. Use inflection.
9. Use pause.
10. Smile (if it fits the culture you're presenting to.)

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I'm Christine Mullaney from Ireland. I've been listening to and telling stories all my life. On top of that, I'm trained, experienced and highly skilled in the mechanics of verbal delivery, audience engagement, and connected communication across cultures. I also write stories.

If you'd like to develop your speaking, storytelling, presentation and stage presence skills - or those of the team members you're preparing for promotion - connect with and contact me to explore what we can do together.

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