Brand Ecosystems™

Marketing: Art or Science? An ageless debate. But transformation within advertising and media has evolved new comparisons such as ‘Traditional’ vs. ‘New Age and Web 2.0,' and the descriptors go on. It’s happened so fast, that a mindset of one displacing another quickly emerged. But consider the phenomena of ‘Yin and Yang’ in the context of a complete marketing spectrum. Consider a concept of Brand Ecosystems: Defined here as the relative harmony among all marketing elements that support brands.

Thursday, April 9, 2009

The Corona Story - Transcending a Category

I suppose I could have shared this quite a while ago, but as easy as it is to paste this here, now seems like as good a time as any. Here a feature on my experience with Corona (from 1995-2007), the #1 Imported beer, the #1 selling SKU in grocery stores nationwide, and subject of a Harvard Case Study -- a brand that rewrote the rules for the beer category, and the consumer revolution of preference for new Craft, Specialty and Imported brands that followed in its wake.

Here is the story as it appeared in the book, America's Greatest Brands (click on images to enlarge):