Beer Branding: Image is Still Everything
by John • June 4, 2013 • Branding, Leadership, Marketing, Strategy • 0 Comments
Many years ago, I had the opportunity to work for InterBrew (now AB-InBev) in a strategic consulting capacity. Locally and globally, maintaining resiliency of a beer brand is as exciting as it is challenging. But once your brand is on the outs with the prime target group, cardiac arrest sets in. Oh sure, everyone tries to resuscitate their beloved brand with scads of Hail Mary endeavors ranging from “cool” package design to “cutting edge” advertising.
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Last week I slammed
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