Stella Artois 5%: Let's talk about relationships - A new approach to global brand management

Stella Artois, the beer group owned by the Anheuser-Busch group, wanted to find a global idea that was consistent but flexible enough to reflect the different charactertistics of its brand's penetration and success in different countries.

Stella Artois 5%: Let's talk about relationships - A new approach to global brand management

Dan BroadwoodMother Advertising Ltd

SUMMARY

This is a story about a familiar global situation - the need for one global idea that can handle local cultural differences and deal with the fact the brand is in multiple brand life-stages simultaneously.

What's new about this paper is our source of insight and the nature of the resulting idea. Faced with a brand relationship problem we sought advice from experts in human relationships. This provided a whole new set of questions to ask and led to...

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