Branding in Crisis: Lessons from Bud Light

This chapter examines the intricacies of branding and consumer perception, focusing on the struggles of American consumers to differentiate beer brands devoid of packaging. It highlights the challenges faced by Anheuser-Busch, particularly with the Bud Light brand, amidst cultural shifts and a controversial marketing campaign that led to significant backlash. The discussion underscores the importance of accountability, clear communication, and the need for brands to align their identities with their messaging to maintain consumer loyalty.