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

Dan Broadwood
Mother 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 a new kind of global idea that was fundamentally based on the relationship between the brand and its drinkers, allowing us to reframe local market issues as stages in a male/female relationship and inspire great creative work that has run all over the world.