How to Build and Maintain a Legacy Brand
Few brands manage to stay meaningful and relevant in the purpose space. Corona is one of those brands. Purpose guru Thomas Kolster, Goodvertising, interviews Clarissa Pantoja, the Global Vice President for Marketing at Corona about the brand’s journey and how Corona has stayed on the purpose throne for more than a decade. AB InBev’s recently announced sponsorship of the Olympics with its no-alcohol brand Corona Cero will mark a new era for Corona reaching hearts and minds.
Purpose is not a short-term branding win or instant sales success. It’s a continuous investment demanding you stay the course through changing markets and changing marketing directors. Corona is one of the brands, who’s pioneered purpose and is only growing in relevance. Corona was featured in Kolster’s first book, Goodvertising, as a prime example of a brand that got purpose right and winning in the market with cut-through creative communication. Learn how to make purpose work for your brand and how to make your purpose stay relevant and meaningful in the turbulent world of advertising.
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