"I don’t go out of my way to be pissed off by Anheuser-Bush Inbev, but they always seem to be able to trigger me when they announce the launch of a new beer. A few years ago I did a presentation on how to do innovation and how not to do it, and when I gave bad examples of crap launches, it started to look like a vendetta against the world’s biggest brewery. It wasn’t meant to be. They just gave me more examples of all that was wrong about marketing hype more consistently than anyone else did.
And so we come to last week’s announcement that Bass Ale is returning to the UK, and a launch which is pretty much a perfect case study in corporate bullshit being sprayed over something the corporation in question neither knows nor cares about."
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