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.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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