Marquette marketing prof and longtime ad agency exec Marty Stock penned Ad Age column out today extolling the virtues of Michelob Ultra as Ultra became #1 brand. Michelob Ultra "developed a badge based on its liquid promise of superior light beer," said Marty. "Anchoring the badge to a rational...
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Michelob Ultra "Maintaining Badge Appeal" and "Excelling in a Declining Category," Sez Marty
Publishing Info
- Year: 2025
- Volume: 27
- Issue #: 209
- Issue Date: 10/03/2025
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