Lessons From Miller (Not So) Genuine Draft

An article in Advertising Age called Is Miller Genuinely Daft? started off with the following sentence that I really liked:

Beer marketing 101: The most consistent brands fare best.

It turns out that Miller Genuine Draft is about to get its 8th tagline since 2001. The pitches have ranged from juvenile sexual humor to superior cold filtration brewing. During that timeframe, shipments have dropped 41%.

My take: As I’ve said many times, brands represent promises to customers. And firms need to deliver on those promises. If a company keeps changing its branding, then it can run into two major problems: 1) employees and distribution partners have a hard time internalizing and delivering on those promises; and 2) consumers get confused about what’s being promised.

It can become nearly impossible to deliver on a shifting set of promises. That was a key part of the message in my post Firms Need Some Soul Searching

The bottom line: Keep in mind that confusion is contagious.

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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