Brand Experts - BRAND POSITION TAPS INTO BEER MARKET OPPORTUNITY

GREENSBORO, N.C. – March 18, 2006 –

The branding experts at stealingshare.com concluded that beer advertisers have missed the mark in taking a position that will register best with consumers. A market analysis has been posted at www.stealingshare.com and a branding position identified as the one most likely to steal share from the major domestic beer brands by combining the values of sophistication, confidence and intimate.

The web site posted its findings recently after conducting an investigation of the market, including an evaluation of 27 commercials of seven major brands such as Budweiser, Miller and Coors. The un-exploited marketing opportunity identified by the analysis is for an authentic, great tasting American beer for consumers who don’t need to follow the crowd.

The position has not been taken by any of the major domestic brands and was selected based on values that have meaning to customers and give them a reason to chose between the brands. “This is a mature market where the major domestic brands are playing to the same audience with the same messaging,” said Tom Dougherty, CEO of Stealing Share. “They don’t give the customer a reason to pick one beer over another. That’s exactly the reason why there has been so little shifting of the market share for so long.”

The analysis positions the brands in terms of axes that incorporate what the brands are saying about themselves and the reasons why customers might choose the beers they do. The report includes 27 TV spots, a handful of the axes used in selecting the position and a branding guideline called, The 10 Rules of Positioning. It also includes the final axis, a three-dimensional module in which the brands and the marketing opportunity are placed within three axes of equal value such as bawdy vs. sophisticated, hip vs. confident and casual vs. intimate.

The site will examine additional markets in the future and is currently asking visitors to vote on the one to be investigated next. Companies can also request a presentation on using brand to steal share or a more in-depth proprietary analysis on their own market by emailing tomd@stealingshare.com.

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