May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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41
Minds Can
Lose Focus
I
n days gone by, most big brands were clearly perceived by
their customers. The mind, like a camera, had a very clear
picture of what its favorite brands were all about.
When Anheuser-Busch proudly proclaimed that “This
Bud’s For You!” the customer knew exactly what was being
served.
The same went for Miller High Life, or plain old Coors
Beer.
But in the past decade, Budweiser has brought out 15 new
products. Miller and Coors checked in with 14 and 11 new
offerings respectively.
The market has been flooded with regulars, lights, drafts,
clears, cold-brewed, dry-brewed, and ice-brewed beers.
Now the statement “This Bud’s for you” can ...
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