How Bud Light Can Get Back To Selling Beer
First and foremost a beer strategy has to define a relevant, emotional connection to beer drinkers; something more than fun. And a desired – and relevant – brand personality needs to describe the connective tissue. Relate to the beer drinker, reach him, give him something to identify with – to aspire to, even. The badge to wear. Something positive. Then it can justify it all with a viable product attribute or two.