Brand Building vs Promotion

Dear Client: The key to weaning consumers off the "buy only on deal" minset is good and frequently refreshed analytics, says Dough Brooks, a senior vp at IRI. BBD knows the analytics folks at MillerCoors, and indeed these guys have such complex consumer purchasing models that its about 30,000 feet over our heads. But the point is that the big brewers and importers don't just look at weekly scan data to decide when to push the pricing button like they