communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.
The color of the nation
Recently, Romania's most popular beer - Bergenbier - changed packaging and visual ID - turning from bright yellow, to less than bright red. The move happens after the brand lost its partnership with the National Football team (after ten years together) and people have been speculating that this is the first step in an attempt to upgrade to premium following in the footsteps of apparently successful competitor Ursus (which moved to premium and lost a major portion of its market share, but gained in awareness and brand credibility, also making way for a successful mainstream brand of the same portfolio, Timisoreana).
I am not interested in discussing the potential move to premium for a brand which was faring exceptionally well in mainstream. I am merely contemplating the potential change of scenery which this change brings about. For 10 years, the country has been yellow - the national football team wore yellow, the most successful beer was branding all its locations yellow and people wore yellow caps, carried yellow flags and sported yellow tshirts. Today two colors - not yellow - dominate the beer scene - red (Bergenbier and Ursus) and blue (Timisoreana). What will our pubs look like this summer?