Be Aware
Observe and absorb the market you operate in

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American beer made by a Belgian-owned company run by Brazilians. That’s Budweiser. Since 1876, it was American as hot dogs and pick-up trucks. Then, in 2008, InBev bought Anheuser-Busch for $52 billion. How did proud American beer drinkers react? They didn’t.

Anheuser-Busch maintains its commanding 47.3% market share.  “Consumers drink beer, they don’t obsess over ownership,” says Beer Historian, Maureen Ogle. Even so, the new owners aren’t taking chances.

By literally wrapping Budweiser in the American flag and raising money for veterans, InBev is making it possible for consumers to accept Bud is still part of the American story.  This awareness of the brand’s invaluable American roots is one reason it remains king of beers.

So, what’s all this beer talk mean to you? Consider your customers’ emotional connections with your brand. How does your marketing reinforce them? Are you aware? It’s one of The Ten BE’s of Better Branding.