Insight: Promotions led Corona to its current success, creating sales momentum long before we spent significant money on traditional advertising. A series of carefully managed, targeted promotions is far more effective than one big rocket-launch effort that gets more headlines than results.
Inside tip: We avoid tie-ins with movies, events or other major brands. These tactics tend to dilute a brand's uniqueness, unless the tie-in is dead-on with our brand identity, and that's rare.
Edge: Corona steers clear of repetitive themes. We drive toward uniquely creative efforts that give retailers something different, oriented around the retailer's objectives.
Forecast: The dot-com demise has been overstated. Internet and traditional marketing intelligence is merging. Savvy marketers are exploiting the Internet for public relations-driven promotions.
Secret weapon: Cultivating a brand's unique personality. I remember my own curiosity about Corona in the mid-1980s; we want to keep that spirit alive in our promotions.