Do Horses Sell Beer? And Labels Sell Wine?

Joel Whitaker, author of "The Maker's Mark Story: From Hobby to Major Brand in Two Generations," shows why horses do sell beer, and why for wines, the package is the thing -- far more important, even, than product quality.

In "Do Horses Sell Beer? And Labels Sell Wine" you'll find a grab-bag of marketing ideas to get your creative juices flowing: how to celebrate anniversaries -- your brand's, your state's, another entity's; why you should consider letting your readers create your commercials, when to use special artist-designed bottles, do sweepstakes tied to special events and how to honor heroic actions.

You'll learn what special actions a marketer can take when launching a brand or a company or opening a facility. You'll discover the global company that used a comic book to tell the story of its heritage, and you'll meet marketers who have commissioned original artwork or revived decades-old labels.

You'll learn how others create a special product when partnering with a sports team, celebrate the holidays with special packaging and calendars and even how to put a "sweater" on a building.