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I am a big fan of content creation, the new marketing meme sweeping the nation. Content creation has been around as long as the written word. As a tool to promote and sell it has been around since Bass Ale invented its mark and the Sears Catalog was the Amazon of its day.  But the words “content creation” in this age of Google and iPhone movies has taken on, at least for me, a strong commodity meaning.  A creative-by-the-pound activity measured in attention then, maybe, sales.

I am a brand planner who measures success not by hits or vague engagement activities but by sales. And future sales. Sure I’ll write a speech on “web accessibility” for an agency trying to score points at a client’s annual marketing meeting, but I don’t want giggles, attaboys and future invitations, I want new customer contracts. Content isn’t oration, it’s selling.

So the brand planner in me thinks that content creation or content marketing ungoverned by a brand strategy (one claim, three proof planks) is wasted effort. Every act or action that marketing achieves needs to motivate a sale in one way or the other. If you are doing content creation and it doesn’t move a customer closer to a sale, you likely don’t have an articulate brand strategy.




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Now I know the economy’s in the shizzer. Anheuser Busch pulled the plug and accepted InBev’s $70 a share bid. They reasoned it was going to be too much work to fight their way out of the beer doldrums. Too bad. Anheuser Busch was a great corporate citizen in this country and will be missed – especially in St. Louis. I can’t wait until Busch Stadium is named after some bank.
Here’s what Anheuser Busch couldn’t do and what Anheuser Busch InBev must do to pay back the incredible debt it’s assuming: It must understand and serve the most profitable beer segments around the world. The first segment it needs to corner is the light beer segment in Spanish speaking countries. Cervecería India, owner of Medalla Light, is doing a great job with this segment marketing a low-cost 11 oz. beer that flows like water in Puerto Rico. A similar beer sold in the U.S. would take off and kick-start the new ABI portfolio giving other up-market segment portfolio managers time to figure out how to increase share of Bass, Stella and the poorly managed “king of beers.” Get to it. Peace!

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