BREWGOD: Dead Brand Club

This is Dead Brand Club: Last Lesson IPA. A splashy colourful canvas for real independent beer lovers. Here Ben Cowan has created in pop-art style a piece of satire to intrigue your friends. The veneer of marketing in acrylic paint slides off to reveal a disintegrating developing underneath. 

James Watt, BREWDOG's marketing guru and founder, said in his book Business for Punk that "Marketing is everything". In BREWDOG, he created a cult, with taproom discounts for those tattooed with it's logo, and 'Punk investors' giving their savings for a beer on their birthday and to repay the private equity firm for the cash out they took. 

Marketing is the greatest story ever told. Guaranteed to make you buy shit you don’t need with money you don’t have. We all need beer. But we don't like being lied to. :-) So, we expected the brand to become a 'dead brand', like BREWGOD's Dead Pony Club.

Only it didn't. Consumers, perhaps once they have drunk the cool aid, or just decent beer... don't give a sh*t if the brand, even one that turn into a cult, is revealed to be inauthentic, and basically just making sh*t up.

Acrylic paint on digitally printed, on wrap around stretched canvas. Ready to hang with 'D' hooks. Dimensions 40cm x 40cm.