The Story Of OwsleyGreg Owsley’s atypical career path began with putting himself through college as an Idaho fly fishing guide, landing in San Francisco as a fine dining captain, and getting his first marketing break at a Colorado farm teaching national grocery chains to love their organic vegetables. Then in 1996, he begged his way into the dream job of being the brand & marketing guy for New Belgium® Brewing and Fat Tire Ale®.
When Owsley joined New Belgium it was producing 30K annual barrels of microbrew; at his departure around 750K barrels. For 15 years, he was principally the (obsessed) steward and chief storyteller of the developing brand, yet he also had an instrumental hand in New Belgium’s nationally recognized company culture and sustainable business model.
Creatively, Owsley invented the annual traveling Tour de Fat® bike and beer ballyhoo, the Follow Your Folly™ TV spots; and the conception of 40-some trademarked beers, slogans, and story-worthy promotional campaigns. His strategy and executions with what is deemed “sustainable branding” earned him multiple keynote speaker roles at green business conferences and a CMO Strategy op-ed in Advertising Age. CEO Kim Jordan recognized Greg as a "foundational force of greatness for New Belgium."
In June 2011, the notion to hang out his own shingle got the better of Owsley and he opened The Storied Brand™. Dedicated to the theory that any brand, with the right authoring, can become iconic, Owsley is loving the opportunity to prove his hypothesis across a broad set of categories with global giants, ambitious start-ups, and local heroes. “With each new client brand, I’m learning as much as I’m giving,” Owsley says. “It’s a cool upward spiral this gig at The Storied Brand.”
When the work whistle blows at TSB, Owsley enjoys bumming for trout, pretending to be a chef, taking snaps (including the photos on this site), playing old man soccer, cheering for his daughters who play real soccer, and writing bios of himself in 3rd person .