Brand building in tough times: MillerCoors uses innovation to drive brand strategy
At a session during the day-long "2009 Brand Building in Tough Times & Beyond" event organized by the Association of National Advertisers, Patrick Edson, vp/marketing innovation at MillerCoors LLC, brought the perspective of a powerful company in transition.
MillerCoors is just settling into its new market position, a year after SABMiller and Molson Coors Brewing Co. formally entered into their joint venture.
Said Edson, "We're now a 30-share company with 35 brands. We now talk in ways that we've never been able to talk to consumer. We are working hard on a couple of cool things to grow the category."
But, over and above the advantages of scale the new share-of-market strength brings to consumers, Edson said the combination of brands brings with it, "a dramatically different conversation with Wal-Mart.