CHAPTER 1
Influencers: Who They Are and Why You Need Them
CASE STUDY: PABST BLUE RIBBON
Pabst Blue Ribbon (PBR) was dead.
It was 2001, and the iconic American brew was on track to sell fewer than a million barrels of beer in the United States for the year, capping 23 straight years of declining sales.1 To put that in perspective, PBR had regularly sold more than 20 million barrels a year to U.S. consumers in the 1970s.2 But by 2001, the brand had sunk so low that there was little to no hope of resuscitation.
It was around then that my team and I got the call to help bring it back. But there was a catch: there would be no advertising and no traditional ...
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