You can't buy the type of positive brand affiliations that Jameson Whiskey has developed over the years. But you certainly can create great marketing strategy that leads to such a brand.
With great finness, Jameson has developed a connection to its customers that can't easily be broken. The brand personality is all about a rebellious history, where Jameson is part of the "story" of a rebel's existence. The Jameson family motto is said to be "without fear."
Jameson Irish Whiskey has been around for over 200 years, but it could not be more relevant to today's generation.
Lady Gaga reportedly fed CNN's Anderson Cooper glasses of Jameson whiskey at a London pub while he was profiling the pop star for a "60 Minutes" segment.
Singer Pink (a.k.a. Alecia Moore) and her motocross racer husband Carey Hart are reportedly naming their first child Jameson because in Pink's words: "we like whiskey. That's a no brainer."
And, most recently, a Jameson whiskey juice box was spotted in an episode of "Sons of Anarchy" causing a blogosphere tsunami and demands from consumers for the brewer to introduce a retail version of the fabricated-for-TV juice box.
Here's a recent ad campaign that accurate reflects the brand. It humorously tells the story of John Jameson, a rebellious risk taker who even though he makes some questionable decisions, he ultimately comes out a winner--a perfect reflection of how the Jameson drinker wants to see himself.