Tag Archive

This Bud’s For…Who?

Published on June 28, 2010 By Steven Weiss

In a Wall Street Journal article [June 28, 2010], Carlos Brito,  Anheuser-Busch InBev’s chief executive, discussed his plans for Budweiser.  He cites global expansion and rebuilding the brand in the United States.  I agree with him that the mega-brand strategy is correct.  However, I cannot help but wonder if we have not been sending the [...]

Brand Segmentation

Published on June 16, 2010 By Steven Weiss

Brand segmentation is alive and well.  So the story goes. The previous instruction: segment brands and develop line extensions to meet changing wants and desires.  The more the merrier seems to be these marketers’ belief. That may work for some products in the short term, but I suspect though, this model is self-defeating in the [...]