Like it or not, marketing campaigns often use psychology to convince (or even manipulate) customers to buy products. They send a message through advertising to try to reach your wallet via your heart and your emotions. Samuel Adams beer is no different.
The company projects an image in its branding with the hope it will be something you can relate to, attempting to awaken a strong emotional connection with the consumer. In this particular beer company's case, it's a belief that they understand and know what's important to you. They are the "little guys," and we relate to them.
You won't find Samuel Adams airing splashy ads with enormous horses. You may, however, see a Super Bowl ad with its Boston-centric spokesperson : "Your Cousin From Boston," a working-class Bostonian, an everyman. In keeping on-brand, Samuel Adams wants you to believe that it understands the common person — and, ultimately, you.
In a video on LinkedIn , digital creator and host of Nickelodeon News, Tejas Hullur, points out that despite Samuel Adams's success, the company still employs a narrative of being an underdog. Rooting for the underdog Despite being a $3 billion company, Samuel Adams is still independently owned. It is one of the brands of Boston Beer, Co.
, which has lines of hard ciders, hard seltzers, and (of course) beer. The $3 billion price tag may seem like a lot, but to put that into perspective, brewing giant Anheuser Busch has a net worth of $113 billion. When you look at those numbers,.
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