Top 100 - Wamda.com

37 BrandZ Top 100 2011: SECTORS/COMMENTARYBrandZ Top 100 2011: SECTORS/COMMENTARY 381.Anticipate changeStudy the horizon for changesas they rise into view and beready for changes that seemto materialize from thin air.2.Understand changeEspecially in a chaotic world,insight is the basis for forminga coherent strategy. Whenthe dots fly apart, ask why.As they float randomly, try toreconnect them.3.Stand forsomething originalCompetitors are staring at thesame dots and forming someof the same patterns. Makeyour response original andbrand specific.BEERHIGHLIGHTSThe Millennial generation’s discoveryof spirits and cocktails challengedbeer marketers.As consumption moved off-premise, pricepressure made it difficult to build brandsat retail.In the United States, Stella Artois createda smartphone app for locating bars whereStella was sold.KeytakeoutsBEERIN 2011Nick Cooper, Managing DirectorMillward Brown OptimorChanging tastes in developing markets“We saw a real recognition of the role of thedeveloping markets in the beer industry, and whatis fascinating is that they are growing through acombination of imported Western premium brands,but also some very vibrant local brands as well,and the most fascinating thing of all is that yousee a development of a beer drinking habit indeveloping markets that wasn’t there before.”SPOTLIGHTWith a distinguished-looking middle-agedcharacter called “the world’s most interestingman,” the Mexican beer Dos Equis, aHeineken brand, parodied how traditionalnotions of masculinity have been used to sellbeer, demonstrating how clever media can lifta niche brand.