Sessions.edu has an online interview with my pal, marketer Alex Wipperfurth
Q: Did 'lack of design' have a role in helping Pabst Blue Ribbon maintain its growing popularity?
Alex: Design is crucial in both maintaining and increasing its popularity. And let's be clear: a so-called 'lack of design' is design as well. Our mantra for PBR was 'consumption as protest.' We analyzed the values and principles of the post-consumer in order to come up with appropriate guidelines for both design and marketing programs. It was the ultimate (and arguably hypocritical) challenge for us: How do we market to an audience that rejects marketing? And design obviously plays a crucial role in signaling the right cues to such an aware audience.
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