Cornering ‘Taste’ and ‘Refreshment’ for Miller Lite and Coors Light

Andy England, MillerCoors chief marketing officer, conducted the brand marketing overview with a Q&A structure with his lieutenants. Andy stressed the importance of having the organization aligned behind "what each of our brands stands for and executing the heck out of plans and programs that reinforce those positionings.....Our challenge is not to think up new things to say about our successful brands, it's to think up new ways to deliver one consistent message." In an interesting aside, Andy explained how