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Flipboard Friday: Bud-Lash Brand Killer

Source: https://www.wte.net/Blog/June-2023/Flipboard-Friday-Bud-Lash-Brand-Killer
Date: June 2023
Author: Martin W Smith

Introduction

The article opens with a quote from economist Ludwig von Mises: "The real bosses...are the consumers. They, by their buying and by their abstention from buying, decide..." This sets the foundation for discussing how Budweiser's misstep with Bud Light demonstrates the challenge of brand curation.

Core Issue

The post examines Bud Light's controversial decision to hire an LGBTQIA+ spokesperson, which alienated their core audience of loyal beer drinkers. The author notes that Budweiser and parent company AB InBev failed in their role as brand curators, not creators. The campaign resulted in significant market share loss and public backlash.

Section 1: Erving Goffman's Identity Politics

This section explores sociologist Erving Goffman's concept of "impression management"—how individuals and brands present themselves through performance, settings, and sign-vehicles. Key elements include:

  • Performance: Presenting oneself according to audience and environment
  • Front Stage/Back Stage: Public versus private actions
  • Face-Work: Maintaining positive social value
  • Sign-Vehicles: Tools for conveying impressions
  • Role Distance: Separating identity from performed role

The author argues Bud Light chose a sign-vehicle misaligned with their target audience's values.

Section 2: Avoid Bud-Lash - Five Brand Curation Tips

  1. Know Your Brand Identity: Develop clear brand books or digital references capturing core values, ensuring consistency and protecting against misaligned decisions.

  2. Know Your Audience: Understanding audience interests, values, and needs enables creation of resonant, educational content that builds stronger relationships.

  3. Quality Over Quantity: Sharing fewer high-quality, relevant pieces beats flooding audiences. Emotionally relevant storytelling in engaging formats—particularly video—wins engagement.

  4. Give Credit Where Credit's Due: Attributing content to sources, linking back, and acknowledging contributors builds goodwill and protects against copyright issues.

  5. Align with Brand Strategy - Use Brand Ambassadors: Before major campaigns, consult brand ambassadors representing your audience. Their input prevents disconnects; soliciting help through website forms costs little but yields valuable perspective.

Conclusion

The author emphasizes that Bud Light could have prevented crisis by valuing brand ambassador voices and ensuring content supported overall brand strategy. Listening to authentic advocates prevents brand destruction.