Whoops, there goes another American brand… as the Belgian owners of Stella Artois snatch up Budweiser. Perhaps it’s not such a bad match, as beer critics suggest one brand is pretty much as bland as the other, which would explain why each relies so heavily on big advertising spend to differentiate and create an image of ‘cool’ or ‘premium’ or ‘traditional’ horse-heritage or whatever the current strategy calls for.

 

Joining those other non-US brands like IBM’s PCs (China) and 7-Eleven (Japan), the latest brand to change hands will have to focus on local market share erosion as national pride is likely to dig in its heels. The point is to reassure and sustain mass interest, as there is nothing more powerful than the backlash from alienated loyal consumers.

 

With Starbucks’ marketers coming out in force with traditional media campaigns (radio and press ice-cube ads), online loyalty programs (sign-up and get free stuff) and more sampling than ever, plus a PR campaign that boosted the share price upon the announcement that 600 stores were closing (weird that), you might wonder who is stalking the Mermaid’s lair.

 

One thing is clear, any company tightening its marketing purse-strings in an economic downturn needs to fire its accountancy department. Now, more than ever, is the time to use horse sense with your marketing budget and consistently remind your target audience that you are still out there.