Thursday, February 28, 2013

How To Kill A Brand Quickly 

These kinds of allegations can destroy a brand in weeks.  That is why Anheuser-Busch InBev needs to defend itself -- and quickly.  If there is a legitimate reason for adding water to beer, it should explain what it is doing and why.  If it hasn't done so, it should pursue a vigorous information campaign that not only denies the allegations but details how AB beers are bottled.  A simple statement of denial is not going to be enough if the law firm starts a communications campaign with evidence that AB's beer has been watered.  The company should be monitoring every communications outlet to see how far the story has spread and is radiating.  If it is gaining force, then allowing reporters to visit AB's bottling plants might be in order along with video of the bottling process. If the law firm is wrong, a counter-suit might be in order for damage to the brand with a huge dollar figure attached.  That has a tendency to scare "ambulance chasers."  It will be interesting to watch what happens over the next month or two.


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