The Marketing of No Marketing (NY Times) discusses brands whose “identity is created not by their owners but by consumers.” The anti-Hilfiger/Nike/etc. model. Pabst Blue Ribbon is the chief example discussed.
P.B.R. needs to stay neutral, ”always look and act the underdog” and not worry about those who look down on the beer, presumably because they’re snobs whose negative opinion only boosts its street cred. The Plan B analysis even says that P.B.R.’s embrace by punks, skaters and bike messengers make it a political, ”social protest” brand. These ”lifestyle as dissent” or ”consumption as protest” constituencies are about freedom and rejecting middle-class mores, and ”P.B.R. is seen as a symbol and fellow dissenter.”
It's embrace by punks, skaters, and bike messengers is due to it being cheap, the same reason college students drink natural light, it has nothing to do with marketing.
Interesting theory, but it misses the point, I think. PBR is just enjoying that freak popularity that hits various products for brief periods of time. Pepople will latch on to seemingly odd products for whatever reason, but the attachment is short-lived. Inevitably, the new "protest" brand (what a stupid term) starts gaining in popularity, which turns off the people who started consuming it. (It's the same phenomenon that marks any band that starts enjoying commercial success as a "sellout".)
Trust me, PBR will be old news 6-12 months from now, when this group has moved on to something else.
Cool...My PBR neon sign I bought in college might be worth a few bucks for a brief period...heading to eBay...
True, but why not exploit that? I think PBR, or the actual rep in this case (not sure if it was a "company" initiative that NYT wrote about) is taking advantage of something that existed naturally. Isn't that what the field of marketing is about? Recognizing (or creating) trends, and selling while the selling's good? In this case, those drinking PBR will quit drinking it when it becomes popular, but once it's popular, PBR won't care about the niche.
While this isn't exactly the point in Chrossing the Chasm (early adopters, then mainstream), it's similar (the new book calls it a bowling alley, I think--target a small group until the brand gains popularity).
I can't get beyond the fact that anybody is drinking PBR by choice. Ugh! I need a Guinness now just wash the imaginary bad taste from my mouth.
Good lord, they still make Pabst? That beer should remain a punchline. That and those godawful trucker hats. Wasn't irony supposed to be dead?
People still drink PBR? I thought only old guys drank that. I second that call for Guiness.
If you can get your hands on some Hoegaarden belgium beer,buy it you wont be dissapointed,recently rediscovered it.
Its magic
>>comes with a funky hexagonal glass when bought in uk wal-mart!
Full description here> http://www.belgian-beer-cafe.com.au/beer5.htm
yours ratzy
Very informed and interesting comments! Greetings from Hadealer team
This is a nice blog.
great weblog!thanks for the service
At WWDC, I listened to Apple representatives make some excellent points about taking the time to build a 100%-compliant Aqua application, and I think all developers need to look beyond the code and listen to what the folks at Apple have to say
5639 Very well said chappy.
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super bowl
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super bowl 2005 date
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nfl super bowl
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past super bowl
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buy super bowl ticket