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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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