Perhaps the most important brand management activity is positioning the brand properly. A key component in positioning is the brand promise. Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day.
We may soon have a world without Tupperware. Recently, there have been numerous doom-laden reports on the sad situation for this iconic American brand-business. In fact, a brief Nexis search of Tupperware-demise articles for the past week alone turned up 13 pages of commentary.
Disruptive innovation has slain giants in industry, tech, and now…Fox News? Possibly. The pattern of disruption first laid out by Clay Christensen shows disturbing signs for the conservative outlet. And it has zero to do with whether or not you like Fox’s ideology.
The concept of the Unique Selling Proposition (USP) has been enshrined in marketing and sales circles for decades. Advanced by advertising executive Rosser Reeves in the late 1940s and 50s and then introduced into the lexicon in his 1961 book Reality in Advertising, he called on brands to extend their product advertising from product features to the specific unique benefits their product delivers to consumers.
AB InBev is the owner of over 500 drinks brands including national beers (Budweiser, Stella Artois, Corona Extra) canned cocktails, craft beers, energy drinks, etc.. In an interview for The Wall Street Journal’s C-Suite Strategies section, the CMO of AB InBev discussed the changes in the Group’s brand marketing. One significant change is the focus on occasion-based segmentation.
