07 Sep 2010

Labor Day Realization

Over this past Labor Day, I was lucky enough to get to spend time with some good friends and family. A BBQ or two, some good college football and a few cold beers made it a great time.
But while I was enjoying these cold beers, I got involved in a conversation with a fellow imbiber. He was drinking a Bud Light and I a Coors Light. So inevitably the conversation turned to why he chooses that particular brand. He says that he likes the taste of Bud Light over Coors Light. Fair enough. However, the advertising wars between these two brands (as well as Miller Lite) have gotten to the point of ridiculousness! Instead of focusing on the product, they now focus on differentiating themselves through packaging only!
Coors now has the label that turns blue when the product is cold. Miller Lite has the vortex bottle that supposedly pours the beer faster. Seems pretty sad that they are now focusing on the packaging and not the product itself. I believe it just keeps putting them deeper and deeper into the commodity business in and industry that is flooded with competition. Don’t get me wrong, all three brands are significant revenue generators for their respective companies, but it seems original ideas are becoming more and more rare. I believe they should focus on the brand loyalty aspect to their products and reward those brand ambassadors that faithfully purchase their products and positively review it.


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.