Warc, 22 August 2013
LONDON: UK consumers regard beer brands as being on a par
with sectors like telecoms and financial services and it is this, rather than
any issues surrounding price or health, that is the reason for declining sales,
a leading industry figure has contended.
"Beer brands aren't resilient enough," Damian
Symons, managing director at branding agency Clear, said in Marketing.
"They simply aren't connecting enough with consumers and as a result, they
aren't creating enough value".
He pointed to the findings of Clear's recent Brand Desire
study, which asked more than 20,000 consumers over a three-year period how they
thought, felt and acted towards brands.
While luxury and not-for-profit brands topped the rankings,
beer languished near the bottom, with only financial services, energy and
tobacco below it. The reason, said Symons, was that consumers saw beers as all
being the same.
"All lagers are cool and sociable; all ales are
reassuring and respected. No difference means no real choice, and no real
choice means no connection to consumers," he argued.
The survey showed that only one brand, Guinness, recorded a
higher than average desirability score in the UK. Clear said this highlighted
an "incredible disconnect" for a category associated with fun and
social occasions.
Symons also cited BrewDog as an example of a beer brand that
had managed to stand out and make gains, with constant innovation and a
"punk ethos" that gave it cut-through.
People needed a reason to buy a particular beer beyond it
having a refreshing taste, he said, suggesting that brands needed to have an
inspiring ambition that extended further than getting people to relax or have a
good time.
A distinctive personality was also vital, Symons maintained:
"The clearer you are about who you are and the more coherent you are
across touchpoints, the more memorable and desirable your brand will be."
He also advised a focus on innovations that support the
brand's purpose, an example being Stella's move to a more sophisticated,
feminine positioning with the introduction of Cidre and Stella 4.
Data sourced from Marketing, Clear; additional content by
Warc staff
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