There are a lot of branded company podcasts where the theme is compelling, and the execution results in an entertaining audio product, but there just isn’t enough connecting of the dots to why this company is telling this story.

Green Flags from New Belgium Brewing

It’s a really popular topic to make branded podcasts about how corporate workplaces are evolving - I’ve already reviewed four other shows that overlap on the topic. That’s why it’s especially important that every brand making a podcast has a clear “right to play” in the space, and that the connection shines through in the show.

I do think Green Flags is worth a listen. Hosts Adam Fetcher and Maude Standish and production partner ODD Media weave together strong themes and interesting interviews in the episodes. But I think of New Belgium for their charming and well-executed marketing around bicycling (obviously their original Fat Tire beer, but also “Tour de Fat” events) as well as their enduring connection to Colorado craft beer culture. I hope the brewer is up for another go at a branded show and considers some of those themes that tie more uniquely to the company positioning.