I was driving earlier this week and noticed a couple of Yuengling billboard ads. Billboards are hard to do as the good ones contain 7 words or less. It seems the Yuengling tagline is “spread your wings,” which until further notice with be their brand strategy claim. (A brand strategy is one claim, three proof planks.) Yuengling is America’s oldest brewery, but that proof shouldn’t get in the way of a fallow claim like spread your wings. Everyone wants to spread their wings, no?
The “wings” are derived from the eagle on the label — not to be confused with the Anheuser Busch eagle logo. The rational-emotional claim for the beer, has nothing to do with the beer. Just the purchaser. It’s the same claim used by brands in nearly every category from mobile phones to cars to airlines. (At least airlines have wings.)
Basically, Yuengling has no brand strategy…they have a logo. That’s how you get headlines line “go big or go bigger.” This is lazy and poor brand craft.
Brand strategy is the thoughtful result of consumer care-abouts and brand good-ats. Where ever the twain shall not meet, we get wings.