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I like that and think it would have a good chance of working. But you’re right they would have to “straighten up.”

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I don’t have an example of positioning, but I did work for a company that made mattresses and box springs, and was named American Bedding Industries. Inc. A problem arose when they decided they wanted to start making other types of furniture so they changed the name to ABI.

I wonder what advice your authors would give to Budweiser executives to win back their customers after this recent advertising debacle.

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hmmm... I thought about it for half an hour and here's what I came up with: Reverse course and select a super-manly mascot. Have him say something like "The picture on the bottle doesn't matter; I'm not going to let some pansy come between me and my beer." It casts those currently boycotting as the oversensitive, manipulable ones - but it only works if Budweiser reverses course and treats its recent actions as a temporary mistake.

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