Looking behind the label: Firm-centric brand storytelling and the development of local consumption spaces

Abstract

ABSTRACT The contributions of firm-specific branding strategies to neolocalism and relocalization agendas have been largely overlooked within the local development literature. This article explores the strategic nature and relevancy of firm-centric brand storytelling to localized entrepreneurship and local development through a qualitative single case study of an Arizona craft brewery. Data originated from a label catalog consisting of 137 unique designs and nearly 40 hours of semi-structured and unstructured interviews with the brewery founder and lead designer. Drawing on visual design storytelling and iconology, analysis revealed how firm-centric branding can be strategically deployed to create local consumption spaces in which consumers can develop deeper and more intimate connections with localized firms within their home communities and locales. The local consumption space developed from firm-centric brand storytelling is characterized by the following features: idiosyncrasy, inclusivity, interconnectedness, and unfolding development. Recommendations for future research and strategic practice by localized entrepreneurs are provided.