Ironbound Strategy:Create value for society by developing a brand experience for your product category.
Ironbound Action: In Kentucky, Jim Beam's Distillery is known as the Disney World of bourbon. With no entry fees, anyone can walk the manicured grounds, and watch bourbon being made and aged. By creating a brand experience, Jim Beam was able to invite new comers to the beverage category, and steal customers from other brands (who have lackluster factories). Jim Beam's factory concept rides on their position: come as a friend, leave as family. In Hyannisport on Cape Cod a small potato chip manufacturer puts a map to their warehouse on the back of every chip bag. Strong brands don't want their factories to be another forgettable gray building that you drive past. They are turning them into brand experience destinations, and growing faster because of it.