Rhinegeist Brewery was founded by Bob Bonder and Bryant Goulding to bring communities together through craft beer. Their mission is to have customers share in each other's traditions and history. Using their historic 1910 brew house in Elm Street, they aim to include those outside the local area. The document discusses Rhinegeist's goals, branding strategy, and positioning as focused on connecting people to the local heritage and community through their unique beers and brew house experiences telling "The Ghost of Rhine" story.

1. Thunder Cats solo
Keith Cubert
3/27/16
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2. 2

3. 3
1. BACKGROUND
Rhinegeist, founded by Bob Bonder and Bryant Goulding, two friends that have a
fiery passion for quality craft beer, believe in bringing communities together through delicious
craft beer creations. Their mission is to have their customers come together to share a mutual
respect for each other's tradition and history. They are using their historic brew house from 1910,
on Elm Street to bring theses ideas to life and to make sure that those outside of the historic area
are included on their journey.
Type of goal Goal Dashboard Date
Personal Make $55,000/ year; 12-2019
Be Engaged to a beautiful woman; 12-2019
Strategic Make Rhinegeist the center piece of the craft beer community
synonymous with OTR revival.
12-2021
Business Generate $1,000,000 in fundraising for Ghost foundation. 12-2021
Have 30% market share in craft beer market in Greater Cincinnati. 12-2021
Increase brand equity by 10% 12-2020
Increase annual revenue by 15%. 12-2019
Increase brand loyal customer base by 20%. 12-2018
Increase brand awareness by 40% 12-2018
Tactical Align social media with new branding, focus on Facebook, Instagram,
and Twitter.
2-2017
Align product packaging with new branding. 3-2017
Create happy brew house environment that reveals the ghostly story. 5-2017
Develop loyalty/ rewards program for both employees and customers. 5-2017
Organize an event designed to create brand evangelists. 7-2017
Organize fundraising event designed to attract new customers and help
and OTR revival.
3-2018
Figure 1. Dashboard

4. Experiential:
-Part of Cincy
community
-Curious to learn
-Having fun with friends
-Contributing to good
cause
-Part of OTR heritage
Emotional:
-Connected
-Proud
-Curious
-Relaxed
-Happy
-Not stressed
Functional:
-Ghost story
packaging
-Eye catching
packaging with
mysterious, authentic
logo
-Flavor variety,
seasonal
-Matte finish
Rhinegeist, founded by Bob Bonder and Bryant Goulding,
two friends that have a fiery passion for quality craft beer,
believe in bringing communities together through delicious
craft beer creations. Their mission is to have their customers
come together to share a mutual respect for each other's
tradition and history. They are using their historic brew
house to bring theses ideas to life and to make sure that
those outside of the historic area are included on their
journey.
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3.4 Branding
Brand Equity:
-Quality craft beer
and a historical heritage
in the heart of OTR.
Brand Character:
-Mysterious
-Friendly/ Social
-Authentic/ Original
Brand Performance Fundamentals:
Brand purpose:
Bring people together to revive
our community.
Brand positioning:
More connected to local
heritage and community and
bring part of “Ghost “ revival.
Brand benefit:
-Rhinegeist provides unique,
and seasonal tastes
complimented with
a special brew house
experience that only Rhinegeist
can deliver.
RTB’s:
-The Ghost of Rhine story
-Owns Historical brewery in
OTR
-Unique, spacious brew-
house with games, and other
activities inside.
Tagline:
“Unlock the ghost”
To strengthen the communication of the “Ghost of the Rhine” message,
Rhinegeist should change the functional, experiential and emotional aspects
of the brand performance equities. Functionality should clearly
communicate the Ghost story on packaging. Experience equities should
include local bands playing live music in the brewhouse.20 Emotional ties to
the local heritage should be expounded upon and further communicated.
All these equities promote our purpose of enabling connections via the brew
Table 1. Branding Fundamentals

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6. KeithCubert
I’m a Senior marketing major at Northern Kentucky University. Full- time at Buffalo Wild Wings in Newport, KY,
and Made By Mavis in Covington, KY. I live in Independence, KY which is about 25 minutes from campus. I am
taking 12 credit hours this semester consisting of mostly marketing courses. I am Involved in Greek life at Northern
Kentucky University, and a part of other organizations for Northern Kentucky University. I am working hard to get
a summer internship in sales, or marketing. I hope that I can bring my social media, and marketing expertise to
make an impact on a company. My favorite company is Nike because it is very edgy and my favorite athletes are a
part of this brand. I love watching/ playing football, and basketball. I idolize Dwayne Wade, and Odell
Becham Jr. “I’m always striving to become a better version of myself on a daily basis. I love the world of
Marketing, and better educating myself in the field. Each day presents me with new tasks and opportunities that
help achieve this desire the better further myself in the field, and to help kick start my career, and land a great
job.”
About the Author
Phone:
317.997.7402
E-mail:
cubertkeith@yahoo.com
LinkedIn:
https://www.linkedin.com/in/keithcubert
16

7. OECD Better Life Index
28
8.1
10
8.1
7.4
7
7.3
5.4
8.1
8.7
8.9
5.3
3.5
0.4
5.5
1.8
0.5
3.5
5.3
4.7
7
0.4
2.4
6.1
5
8.1
8.9
7.9
8.8
3.9
7.1
8.1
9
8
0
2
4
6
8
10
12
Housing Income Jobs Community Education Enviornment Civic
Engagement
Health Life
Satisfaction
Safety Work- Life
Balance
United States Mexico Germany
X- axis: findings
Y- axis: rate from 0- 10
Graph is from OECD website.71
Numbers reported are from 0 being the worst- 10 being the best recorded.
Methodology: Conducted secondary research based on http://www.oecdbetterlifeindex.org/countries/united-states/ on
April 1, 2016 to define OECD better life index. Housing, income, jobs, community, education, environment, civic
engagement, health, life satisfaction, safety, and work- life balance were measured from variables (0-100).
Bottom Line for Housing: U.S. being highest because we build houses daily, and have the income to do so.
Bottom Line for Income: U.S. being highest because it has higher GDP.
Bottom Line for Jobs: Mexico is lowest because not as much income coming in, must have income to create jobs.
Bottom Line for Community: Germany more philanthropic.
Bottom Line for Education: U.S. more laid back and have motto of “work hard, play harder”.
Bottom Line for Environment: Mexico lower environment due to not as much income means to work more. Reason W-L-B low.
Bottom Line for C.E: Very even in this regard.
Bottom Line for Health: Best health care. U.S. pays a lot for it.
Bottom Line for L.S: U.S. high because people live in nation where we are relaxed instead of like Germany.
Bottom Line for Safety: Mexico very low in this, because of low income. Can’t have as safe materials and country if GDP isn’t as high.
Bottom Line for W-L-B: U.S. not as high because of a lot work. Things are expensive so they must be paid for; in- turn must work more to afford lifestyle.
Super Bottom Line: U.S. live in nation where it is mostly relaxed instead of other countries.