{"id":605,"date":"2013-06-28T01:34:04","date_gmt":"2013-06-28T01:34:04","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=605"},"modified":"2016-11-16T03:31:54","modified_gmt":"2016-11-16T03:31:54","slug":"budweiser-takes-branding-lesson-from-sam-adams","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/budweiser-takes-branding-lesson-from-sam-adams\/","title":{"rendered":"Budweiser Takes Branding Lesson from Sam Adams"},"content":{"rendered":"

Following the example of Sam Adams\u2019 long-running TV campaign, which features the company owner frequently dunking himself in vats of his beer alongside the blue-collar men brewing it, Budweiser recently traded in its equestrian roots for a more down-to-earth campaign, trying to brand itself as a company composed of real people, for real people.<\/p>\n

http:\/\/www.youtube.com\/watch?v=0TYe8h0Fj58<\/a><\/p>\n

Like the Sam Adams spots, Budweiser\u2019s features the \u201creal-life\u201d people brewing its beer, telling their stories and thanking customers for their support. The reason the spot fails, unlike Sam Adams\u2019, is that it isn\u2019t entertaining or upbeat. It doesn\u2019t work hard enough to create in viewers the positive emotional response it desires, but instead simply asks for it, pleadingly, exposing its intentions in a way that feels disingenuous.<\/p>\n

http:\/\/adage.com\/article\/news\/bud-campaign-spotlights-people-make-beer\/241167\/<\/a><\/p>\n

Volvo\u2019s recent \u201cA Volvo Isn\u2019t for Everyone\u201d TV ad encountered a similar problem. The point was to contrast Volvo drivers \u2013 in this case a mother making funny faces at her children \u2013 with the stuck-up divers of other luxury cars.<\/p>\n

http:\/\/www.youtube.com\/watch?v=e9RYAmubI2o<\/a><\/p>\n

Because Volvo is the one creating the Us vs. Them distinction, one that is so aggressive (with Volvo actually saying they \u201clike\u201d that their cars \u201caren\u2019t for everyone\u201d), it reflects worse on Volvo than the companies and people they were trying to distinguish themselves from. Additionally, the message puts Volvo in a branding bubble. While Volvo enjoys a profitable reputation for being safe and family-friendly, by highlighting this particular element as their brand identity they may undermine their status as a high-end, high-performance luxury car.<\/p>\n

Every brand wants to create an emotional response in consumers. However it can\u2019t be forced, like Volvo\u2019s aggressive ad, or coerced it, like Budweiser\u2019s transparent ad. It has to be done tactfully, subtly, and most of all, entertainingly in order to engage as many demographics as possible. Volvo is attempting to gain customers \u2013 to include them in their brand story \u2013 by telling the world that many of them aren\u2019t invited.<\/p>\n","protected":false},"excerpt":{"rendered":"

Following the example of Sam Adams\u2019 long-running TV campaign, which features the company owner frequently dunking himself in vats of his beer alongside the blue-collar men brewing it, Budweiser recently…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40],"tags":[],"class_list":["post-605","post","type-post","status-publish","format-standard","hentry","category-branding"],"aioseo_notices":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":275,"uagb_excerpt":"Following the example of Sam Adams\u2019 long-running TV campaign, which features the company owner frequently dunking himself in vats of his beer alongside the blue-collar men brewing it, Budweiser recently...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/605","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=605"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/605\/revisions"}],"predecessor-version":[{"id":606,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/605\/revisions\/606"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=605"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}