Smart Business Magazine, December 2014

22 Smart Business Northern California December 2014 promises to consumers The inability to produce can hurt your momentum when youre trying to rebuild a brand Although Greggor wanted to introduce new products right off the bat he waited two years until Anchor Steam beer regained its footing before test marketing and launching Anchor California Lager We introduced it on a small scale in California and gauged peoples reactions to make sure our new product was right for our brand he says Its the prudent way to go when youre turning the corner You cant afford any setbacks Finally in 2013 Greggor took steps to expand Anchor Brewings operations by becoming the first major tenant of the Mission Rock Project which is being developed by the San Francisco Giants The additional marquee location will not only increase capacity but strengthen the relationship between the two legendary brands When it comes to balancing stimulation with spending Greggor says CEOs shouldnt strive for perfect timing He maintains that batting 90 percent is good enough If I had to choose Id rather have more demand because you can always pull levers to increase supply he says Just make sure you dont damage your relationship with customers or diminish their faith in your product when youre rebuilding because its hard to repair a broken brand How to reach Anchor Brewing Company 415 863 8350 or www anchorbrewing com COVER ANCHOR BREWING CO Takeaways Own your own backyard before you expand Link your brand with your business strategy Increase capacity and profitability by balancing stimulation with spending We mean business awbank netVisit us at 14 locations in Northern California Some banks focus on fancy websites Others on pretty logos We focus on one thing Your business As a business focused community bank youll have access to the same financial products offered at larger banks The difference is youll be guided by a relationship manager who not only knows your name but will go to the ends of the earth to make your business a success