A recent story in AdAge recounts a campaign failure at Anheuser-Busch and cites the positioning statement created by a management consulting firm. Click the links for I N F I N I T E W I S D O M 'S take on it - excerpts below:
Bud's Big Blunder: Letting Consultants Steer Brand - 'Drinkability' Campaign Flop at Anheuser-Busch Comes as Marketers Expand Influence of Outside Advisers on Ad Work
Consultants "can be outstanding at what they do, which is linear thinking and process," said Peter Krivkovich, CEO of independent Cramer-Krasselt. "It's just important for clients to remember that human behavior is not linear."