Of all the nonsense metrics I like to use to measure brand strength, the most fun is my Facebook status update. By that shaky yardstick, I'd hit a deep wellspring of brand loyalty when I posted that I'd spent the day at Fast Company HQ drinking beer with Jim Koch, the beloved founder of the Boston Beer Company, maker of Boston's finest brew, Samuel Adams.

The flood of Sam Adams drinking stories, jealous outbursts and requests for beer was immediate and enthusiastic. Conclusion: This is a product with unusual consumer engagement profile and a tenacious brand appeal. (The response had nothing to do with the beer-soaked company I keep.) Read more...