links for 2010-06-29

  • ABI CEO, Carlos Brito wants to revamp their marketing – and it sounds like they are focusing on the Budweiser brand in particular. Yes, the Bud brand has suffered for years because it has become an "everything brand". It has literally tried to be everything to everyone and that doesn't work.

    Along with "reinforcing the foundations of the brand" ABI also needs to strengthen Bud's positioning, key usage occasion and consumer focus. I think Brito knows all of that and he speaks to the key usage occasion in the last paragraph.

    Reading time: 1 minute


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