The digital marketing landscape is changing. Marketers realize that consumers are more receptive to brands that are telling stories than they are to those shoving products down their throats. I was tasked with achieving the brand’s marketing objectives through creative strategies and compelling consumer messaging. This put me in charge of the experiential, consumer relationship, social and digital marketing; advertising; creative strategy and development for the brand. Guided by their philosophy, Jack Daniel’s management has introduced new products over the years to keep their brand relevant. Every new product emanates from this philosophy and most are actually derivatives of the special whiskey from Lynchburg. That’s exactly what we were trying to achieve with our marketing strategy: increase the brand’s image by staying true to the vision of Jasper “Jack”… be bold, be a visionary, but stay true to the original story - Jack Daniel’s' 'Tell, Not Sell' strategy.