ABSTRACT
Tony Magee's insights should be understood within the context of a company founder. The author's interviews include two founders, Tony and Jim Koch. For Tony, branding begins with the authenticity. He's concerned the word authenticity is used so often it almost loses its meaning. Storytelling to Tony means the brand author knows what story he wants to tell and why he wants to tell it. The Hero's Journey offers a path for brand building. Brand building is the Hero's Journey. Tony authored the Lagunitas story. The brand owns a welcoming spirit reflecting its beer and a feeling of inclusiveness experienced by everyone. Tony's vision was that the spirit of freedom, adventure, and rejuvenation reflected in the Brand could ultimately inform and expand the Heineken corporate culture. Heineken became a global giant by putting in place the structure and systems that can manage a vast cast of employees and assets.
