Experience has taught us that two of the most difficult things for today’s marketers seem to be: Sticking to a successful brand strategy in the long term. Meaning longer than five years. Returning to a previous successful brand strategy when the current one fails. [...]
Three fairly recent developments in the frothy beer business lead to the title of this post: The craft brand that isn’t really a beer. The no name brand that isn’t really a no name. Big Beer advertising that appears to be cannabis-infused. The craft brand [...]
Every once in a while, someone in the marketing world makes a public statement that seems so wrong, yet no one seems to care. Or maybe everyone else thinks it’s perfectly fine. Case in point: Bob Pease, President of America’s (Craft) Brewers Association, did an [...]
It isn’t a surprise that Big Beer titan Anheuser-Busch InBev (AB InBev) has come up with a marketing campaign—video spot, anyway—that pokes fun at the craft beer segment: Very well done, not surprisingly, by one of the world’s truly great agencies. But here’s the thing—AB [...]
The October 16th Globe & Mail Report on Business (online edition) carried an article titled “Beer giants’ merger comes as the industry tries to get its buzz back”. In it, and in the print version of the same story in the weekend edition following, Globe [...]
