Brand Identity and Partnerships 101 | Neal Cohen of Tip Top Proper Cocktails

This week, Erica and Cassie sit down with Tip Top Proper Cocktails Co-Founder, Neal Cohen, to understand how he and his team created and continue to maintain such a strong brand identity for their canned classic cocktails. In this episode, Neal shares the process of creating and growing a unique brand and provides insight on how to decipher which partnerships and collaboration opportunities are the right fit for your brand.
This episode is sponsored by Tip Top Proper Cocktails: visit tiptopcocktails.com to find Tip Top's canned classic cocktails available for online ordering and shipping to 40 states. You can also find Tip Top Proper Cocktails in package stores in 11 states across the country, and on flights with Delta Air Lines.
Here's a peek at what we cover in this episode:
[00:04:00] - Neal shares the journey that led him to creating single serve cocktail brand Tip Top Proper Cocktails alongside his childhood friend and Co-Founder, Yoni Reisman, outlining their backgrounds in live music and festivals and the desire to create something to cater to the food and beverage needs of that space. He also details how they partnered with renowned Georgia restaurant, Kimball House, to bring Tip Top Proper Cocktails to life.
[00:11:09] - Neal explains his role as Chief Brand Officer, and how he and the team created Tip Top's brand identity. He also provides insight around common mistakes brands tend to make when developing their identities and how to avoid them.
[00:18:20] - Neal chats through Tip Top's recent product launches (Espresso Martini in partnership with Counter Culture Coffee, Jungle Bird, and Gin Martini) and partnerships/collaborations, and discusses what's ahead for the brand. He also shares more about their ongoing partnership with Delta Airlines and the brand awareness success they've witnessed as a result of thinking about where they can reach new captive audiences.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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