How to Live The Miller High Life…in a Bad Economy
These are times that try a brand’s soul. When things go south, you need to ask yourself, have you developed a brand that has any soul whatsoever?? Does your media outlet represent or stand for anything in your customers mind?
Miller High Life found out the hard way that their brand stood for almost nothing. In fact most people only knew it was an inexpensive beer. Too many people didn’t even know it was still was around!! Sales had declined for 3 straight years.
Then they decided to give the brand some soul. They decided the beer should stand for a way of life. A way of thinking about culture, society, the economy, status, and the right way to live the “high life”…Miller style.
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