Craft brews – with their antiestablishment attitude and word-of-mouth buzz – are taking the beer market by storm. And the large brewers have taken notice. Can Anheuser-Busch InBev and SABMiller grow their business by co-opting the magic of boutique beer?
By focusing entirely on the features and benefits of their product, many marketers miss an opportunity to connect with their consumers. Discover the power of wrapping your product in a good story. Learn how the charm and romance of a product’s backstory can capture the imagination of the buying public, create buzz and ultimately build sales.