Rhinegeist_Book_of_Insights_Spring_2016_linkedin

The Ghost of Rhine Rises
How to spread the love for the Ghost across the Rhine?
bluezzoon | creating inspirational brands
copyright © bluezzoon | 2016 all rights reserved 1

The Ghostly Question
How can you spread love for the
Ghost across the Rhine, into the land
of the Norse Millennials, and change
how they think of beer?

#480Jedis and the Ghostly Dream Team
Yoda has engaged 27 #480Jedis in an award-wining
process of completing client-based projects in Spring
2016. All Jedi were asked to conduct 360º situation
analysis of a client’s marketing environment in order to
address the “Ghostly Question.” Speciﬁcally: 
• Extensive secondary data research of over 500 articles
obtained from Fast Company, Advertising Age, Brand
Channel, Google Finance, Motley Fool, Gallup, Nielsen,
Boston Consulting Group, Pew Research, Hofstede, or
OECD to complete SWOT analysis, competitive analysis,
analysis of inspirational brands, generation analysis, and
societal and cultural analyses; 
• Analysis of sample survey data collected for Made by
Mavis based on responses from 447 Millennials; 
• Direct and indirect observations in Rhinegeist Brewery in
OTR in March 2016; 
• Experience surveys (interviews) with Rhinegeist customers;
• Integration of six selected projects into one presentation by
The Ghostly Dream Team.

#480Jedis and their Ghostly Client

#480Jedis and their Ghostly Client
“Rhinegeist, founded by Bob Bonder and Bryant
Goulding, two friends with unrivaled passion for
tasty brews, believes that a good craft beer
can bring people together and forge
stronger communities that respect each
other’s traditions and history. Every sip of their
beers and ciders or the spirit of their brewhouse
reﬂect those beliefs. Today, they are on a mission
to turn their brewhouse on 1910 Elm Street in
Over-the-Rhine district into a place where these
beliefs come to life.”
Class of #480Jedis
Spring 2016

6
Dark Side: What are
the barriers to solving
the problem?
1
Bright Side: What have
we learned about how
to break those barriers?
2
Path: How can you
break the barriers and
solve the Ghostly
Question?
3
Ghost across the Rhine, into the land of
the Norse Millennials, and change how
they think of beer?

The Dark Side
What are the barriers to solving the problem?
How is life in the U.S. in general?
Source: OECD Better Life Index (2016). United States. The Organisation for Economic Co-operation and Development.
People, especially
those living in Ohio
and Kentucky, worry
about health, safety,
jobs, and work-life
balance.
“The ability to juggle family, work and personal time affects our individual well-being. It also impacts
those in our household and how much time we have to give back to our community. A signiﬁcant factor
in work-life balance is the amount of time we spend at work. Evidence suggests that spending too much
time at work can impair our health, jeopardize our safety and increase stress.”
KentuckyOhio

The Dark Side
How do historical numbers of active U.S. breweries look like?
Source: Teeter, A. (2015). The Craft Beer Bubble. Vinepair.
Beer sales are
growing, especially
due to fast growth
in craft beers.

The Dark Side
What about growth in number of craft breweries from 2012 to 2014?
Beer market is
becoming more and
more competitive,
especially due to fast
growth in craft
beers.
Craft beer market
is on rise and very
competitive.

The Dark Side
What are top 20 most popular beers in the U.S.?
“Bud Light eﬀect”
Beer market is
dominated by lighter
beers, mostly in
cans but…

The Dark Side
Growing
multiculturalism,
especially across
Millennials, contributes
to changes in tastes and
consumer behaviors.
How is cultural landscape affecting U.S. consumers?
Source: Nielsen. (2016). Hispanic Millennials Seek a Cultural Connection at Grocery. Nielsen.
Millennials are more “multicultural”
than any previous generation. In the
U.S., approximately 40% of the
generation identify as Hispanic, African-
American or Asian American. And over
a quarter of all U.S. Millennials are
first- or second-generation immigrants
—many of whom have strong ties to
their global origins.
This diversity is shifting their attitudes—
71% of all Millennials say they
appreciate the influence of other
cultures on American way of life. It’s
also shaping their consumer habits—
from brand loyalty and product
purchasing to language and media
usage.

The Dark Side
“Bud light” effect
Variety is
increasing
Worries about health,
jobs, safety, and work-life
balance
Preferences vary across
gender, region, and age.
Growing
multiculturalism
Millennials worry
about debt.
Craft beer
competition is
growing
Elephant effect

20
2
Path: How can you
solve the Ghostly
Question?
3
they think of beer?
Dark Side: What are
the problem?
1

The Bright Side: Generational opportunities
What have we learned about how to break those barriers?
Gen Z Millennials Gen X Baby Silent
When were they born? >1996 1979 - 96 1965-78 1946-64 <1945
How old are they? 18- 19-35 36-49 50-69 70+
Do they buy beer? ✓ ✓ ✓ ✓
Do they buy wine? ✓ ✓ ✓ ✓
Do they have disposable income ✓ ✓ ✓ ✓
Buy from socially responsible brands? ✓ ✓ ✓
Seek brands with rewards? ✓ ✓ ✓
Buy from Chipotle, Starbucks, and Panera Bread? ✓ ✓ ✓
Want to buy from Target and Whole Foods? ✓ ✓
Are they in debt? ✓ ✓
Do they use social media a lot? ✓ ✓ ✓
Do they shop online? ✓ ✓ ✓
Care about local, organic, healthy? ✓ ✓
Care about stories behind brands? ✓ ✓
Want two-way interaction? ✓ ✓
Seek unique, diverse experiences? ✓ ✓
Love to party and entertain? ✓ ✓
Dream about traveling? ✓ ✓
Dream about changing the world? ✓ ✓
Have a great inﬂuence on other generations? ✓
Will soon shape choices of their children? ✓
Continue targeting
Millennials who are
strong inﬂuencers whose
preferences can still be
shaped and value many of the
characteristics possessed by
your brand and worry about
the things you can help
them with.
How can I unplug from my busy
life? How can I connect with my
friends, family, and community better?
How can I discover something new
and different?

The Bright Side: Observations in Prague, CZ
Exploratory observations conducted in Prague
and Krušovický Pivovar (Heineken) revealed several
noteworthy ideas: 
1. Provide timeline of brewmasters on the wall in the
brewery and-or website; 
2. Organize “culinary” event at the brewery during
which brewmasters present their ideas about what
foods are best with what beer. 
3. Install lights in the shape of your typical glass.
4. Provide 3D model of OTR district to demonstrate
its revival progress. 
5. Provide information about how pouring beer on
tap into a glass affects its taste. 
6. Consider painting walls with images/photos of the
original building.
1 2
3 4 5
6
Tap into customers’
interest and
appreciation for cultural
diversity, history,
heritage, and
craftsmanship.

The Bright Side: Sample survey of Millennials
Demographic proﬁle of the sample:
• Millennials (60% female):
• Younger: 18-25 years old (74%)
• Older: 26-34 years old (26%). 
• Living in Kentucky (54%), Greater Cincinnati
(27%), Ohio (12%), and Indiana (3%). 
• Predominantly single (79%).
• Caucasian (89%). 
• Attending college or college educated (88%).
• Part- (43%) or full-time (43%) employed.
• Income below $40,000 (73%).

How often, if at all, do you shop in any of
the following grocery stores?GroceryStore
Kroger
Target
Wal-mart
Meĳer
Remke's
Whole Foods
Jungle Jim's
Sam's Club
Trader Joe's
Costco
Shopping in a given grocery store at least 2 to 3 times a month.
0% 25% 50% 75% 100%
1%
2%
4%
6%
6%
9%
10%
29%
15%
81%
4%
2%
5%
5%
5%
6%
12%
29%
42%
88%
Female (n = 265)
Male (n = 182)
Reaching
Millennials in
Kroger is a great
way to drive
awareness.

41
Dark Side: What are
the problem?
1
2
Path: How can you
solve the Ghostly
Question?
3
they think of beer?

The Path to the Bright Side
How can you break the barriers and solve the Ghostly Question?
Step 13: Opportunities are endless!
Engage your employees and customers in activities that
unleash their creativity to identify new ideas about how to
bring your brand to life, such as:
1. How could you use our space with games to engage
older Millennials with kids?
2. How would you integrate the ghost into lives of those with
kids? (e.g., Lego® like mini ﬁgures, adaptation of
“McDonald’s kids meal with toys” concept for adults with
kids,…).
3. Should we integrate regular events on certain week days,
each appealing to diﬀerent group (e.g., Mother’s day,
Wine & Beer night, World Beer Day, College Night,
Employee Appreciation Night, Garden Day, Movie Night,
Ghost in the Foam,…)? How?
4. Should encourage local bands to integrate Ghost into their
lyrics? How?
5. Should we create an in-house soda, root beer or even
“kid” beer?
2
4
1
3
How can I unplug from my busy life?
How can I connect with my friends,
family, and community better? How can I
discover something new and different?
Collaborating with customers is a great
way to drive engagement and create
sub-cultures. Challenge them with questions
that yield creative ideas. Use social media
to do that!
5

57
Dark Side: What are
the problem?
1
2
Path: How can you
solve the Ghostly
Question?
3
they think of beer?

Nicole Hudson
Researcher, creative thinker, brand builder 
Job: Marketing Coordinator at Enquirer Media 
Education: B.S. in Marketing and B.A. in International
Studies, May 2016, Northern Kentucky University, and 5
Bluezzoon-driven experiences 
Contact: 513-482-1837 | nmhudson93@gmail.com | in 
“A creatively analytical mind on a mission to help brands
innovate (and change the world) through consumer insights.”
Jamie Kohls
Researcher, team builder, project manager 
Job: Server at Hofbrauhaus in Newport 
Education: B.S. in Marketing, May 2016 Northern
Kentucky University, and 5 Bluezzoon-driven experiences 
Contact: 859-468-3890 | jkohls22@gmail.com | in 
 
“Analytical mind on a mission to create valuable stories
about clients and brands using well-developed data.”
Maria Collins
Creative thinker, researcher, team builder 
Job: Program Leader at Boone County Parks & Recreation 
Education: B.S. in Marketing, May 2016, Northern
Contact: 859-394-2306 | mmcollins@fuse.net | in 
 
“A creative and playful mind that creates stories for clients
and brands through data and research.”
Andrea Neimeyer
Creative thinker, team builder, project manager 
Job: Assistant Branch Manager at Guardian Savings
Bank 
Contact: 859-992-1719 | aniemeyer22@gmail.com | in 
 
“Building creative ideas for clients and brands using data
and constructing it into an artistic story.”

David “Yoda” Raska
Mentor, creative thinker, innovator, researcher 
Job: Founder of Bluezzoon, and Associate Professor of
Marketing at Haile/US Bank College of Business,
Northern Kentucky University 
Education: M.A. in Education, Masters in Management
of Technology, Ph.D. in Marketing  
Contact: raskad1@nku.edu | 859.445.1736 | in  
 
“Creative mind on a mission to awaken the force of
college students and inspirational brands for a better
world.”
Emily Sparks
Researcher, brand builder, enthusiast 
Job: Junior Project Manager & Assistant Coder at SIRS
Research
Kentucky University, and 3 Bluezzoon-driven courses 
Contact: 859-653-8979 | emilyssparks7@gmail.com | in 
 
“Passionate mind inspiring others to expand their thinking
and building brands to better our world.”
Sean Flynn
Creative thinker, team builder, dreamer 
Job: Purchasing Associate at Procter and Gamble 
Kentucky University, and and 3 Bluezzoon-driven
experiences 
Contact: 859-444-0445 | ﬂynn329@gmail.com | in 
 
“A creative and imaginative mind helping to create brands
that will make a diﬀerence in our world.”

Research
(data collection, analysis, interpretation, organization)
Creativity
(idea generation, presentation, graphic design, copywriting)
Note: Skill assessment was conducted by Dr. Raska as a team leader and a mentor, and provides the audience with a better understanding of how each of the apprentice
contributed to the overall work. The presentation was prepared by Dr. Raska, who used apprentices' inputs.
Mr. Flynn
5%
Ms. Sparks
10%
Ms. Neimeyer
10%
Ms. Collins
15%
Ms. Kohls
15%
Ms. Hudson
15%
Dr. Raska
30%
Mr. Flynn
5%
Ms. Sparks
10%
Ms. Kohls
13%
Ms. Collins
15%
Ms. Neimeyer
15%
Ms. Hudson
18%
Dr. Raska
25%

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