Does he have the chops? See for yourself.

If you’d like to see some of the social media content we’ve created on behalf of brands and agencies behind the scenes or an example of a brand strategy we’ve done, we’ll be more than happy to share that with you privately.

Let’s schedule a meeting to make that happen. In the interim, here are a variety of brands Dan Gershenson has worked on in recent years, which should give you a strong sense of the vast experience and versatility that he brings to the table from a writing perspective.

Florida Beer Company


The story.

In all honesty, we didn’t first encounter Florida Beer Co. as a client. We first encountered it because we like drinking great beer. And we think great beer deserves a great brand. So we wrote the company, had a few meetings and here we are.

The challenge: Separate craft beer from crap beer.

It’s tough for a small craft brewer, even one who brews great beer, to stand out in the cooler section when The Big 3 (Budweiser, Miller and Coors) get prime positioning on the shelf. In restaurants and bars, it was also a goal of Florida Beer to become the answer to the age-old question from tourists, “What’s your local beer here?” On top of all that, we needed to connect all the brewing company’s labels under the umbrella of Florida Beer while still allowing each brand to stand on its own.

Plus, through our research, we discovered that it’s not enough for a brewer to score points with the consumer. They also have to sell themselves to distributors. So this quickly became a two-pronged attack.

The strategy:

Position FBC as the quality, high-end beer made just for Floridians and the people who visit the Sunshine State.

We knew we could back up the promise of a brand that was, is and always will be brewed exclusively for the people who celebrate the sand, surf, sun, fishing, key lime pie and all things Florida. Would you celebrate Spring Break in St. Louis? Would you call Wisconsin a tropical place? Would you consider Czechoslovakia to be paradise?

No. If you live like a Floridian, you drink like a Floridian. We illustrated this by pairing Florida descriptions and activities with very un-tropical places. It didn’t take our audience long to realize that nothing was more of a natural fit with those activities than the beers of Florida Beer Company. Beachside. Hurricane Reef. Key West. And others. If you live Florida, you drink Florida. Not anywhere else.

This became the basis of our campaign strategy around the theme, “Live Florida. Drink Florida.” And with this strategy in place, we identified the best places for where locals and distributors could potentially choose Florida Beer.

The result:

Much more award-winning beer sold. Not by coincidence, much more happy people in the world. Once our new brand campaign launched, Florida Beer saw an immediate impact at the retail and distribution level. For instance, for its retail effort, Florida Beer expected to sell out 200 beer racks within six months. Well, they didn’t do that. They sold out all of the racks within 6 weeks. At monthly distributor meetings, Florida Beer created a stir with its bold package designs, leading to increased distribution.

Best of all, in the markets where Florida Beer is distributed, they outsell. The Big 3.

We’ll drink to that.

It's not hard to connect with us.

Are we a fit for you and you for us? We certainly could be. But let’s start simple. Take a look at your calendar and see when you have no more than 45 minutes to talk further about your goals while receiving greater insight on next steps.

Let's Schedule a Time

  • "Dan did a great job crafting our website's language as well as developing our brochure. His work was top notch and very impactful. We really appreciate the way he worked his "magic." Dan has our strongest recommendation."

    Michael Casaburi, CEO at Revulus Growth Partners
  • "Dan is not only a person with creative ideas, he is a professional with high intelligence and integrity. He has tremendous energy and technical acumen. Dan is is focused and loves what he does...creating brands and building relationships. He is always willing to offer a helping hand and brings a strong dynamic to any team he is on. I highly recommend Dan to any company that is seeking exposure, growth, financial results and brand development."

    Chadia Meroueh, V.P., Auto Tech and Body
  • "I hired Dan to freshen up the writing on my website, and am delighted with the results. Dan GOT what my consulting business is about in a way that I hadn't experienced from anyone outside my field! More importantly, he was able to take that understanding and write clear and compelling language about my services – AND suggest format changes to the site to make it more effective. I highly recommend him."

    Dina Petrakis, Renovation Coach, Littlerock Construction, Inc.

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