We live in the revitalized age of the “craft brew”. In every domain, small brands call the shots. Big brands have sacrificed authenticity on an enormous scale in pursuit of market share.

In the future, brand survival will be driven by psychographic criteria as much as financial. Yet many spreadsheet-driven managers dismiss psychographic vectors as sheer voodoo.

Brands have inherent psychological, non-quantifiable worth or else they wouldn’t exercise their enormous loyalty power.

Apply craft-brew values to your brand and measure where you stand on the authenticity scale.