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Brand Authenticity in a Distributed Marketing Environment - The Beacon
A recent AdAge article highlighted the plans Miller Lite announced with a new ad campaign that will soon launch, emphasizing brand authenticity. I like the idea of brand authenticity, and I think it serves all brands well to develop an individual, authentic approach to marketing communications that will resonate with an audience. The Miller Lite marketing communications approach in this campaign serves as a great case study for a number of elements that compromise the promotion element of the marketing mix. There are applicable elements to brands in many industries, including brands leveraging distributed marketing management style operations in highly Read More
David Mitchel