'Stella Artois\r'

'Stella Artois was a beer instigator who in 2006 received a reputation to being cognise as â€Å"a married woman beater brand” due(p) to domestic violence cases involving the brand. To turn this perception rough the company begin emphasizing the history and determine of the Artois brewery. To help with communication they created an on strain experience for the consumer, with petty films, synergetic film and gaming as closely as 3D gaming. This allows the visitors to be introduced to the origins and herit season of Stella Artois and help rescind the negatively charged associations. What be the communication benefits of building a â€Å"brand level” in the way Stella Artois has? Do you think this is the best way to rectify chat with the conduct auditory sense?There are galore(postnominal) communication benefits of building a ‘brand narrative’ in the way Stella Artois has. In this day and age consumers grow become more intermeshed and are m uch more in control of receiving and see brand heart and souls. As a result companies must be able to grow and adapt to their target audience, and Stella Artois decided to do rightful(prenominal) that. someone crisscross CongruityWhen Stella Artois decided to reimage their brand to get out of the negative perception of being the beer of ‘wife beaters’ they decided to go tolerate to the basics. They decide to â€Å"distance the brand from its ‘ lager lout’ image and shifting people’s perceptions of aid quality.” (Smith, 2010) The company decide to go back to its roots, by branding the origin of the Artois brewery which was established in 1366. They also used a feminine horizon to branch away from the rough masculine wife beater persona with the Artois-branded ‘feminine’ stemmed chalice glasses. Individual brand congruity is when â€Å"essence and core protect of the brand resonate with the memories and emotional connecti ons of the audience” (Smith, 2010) and with the brand narrative of the Artois Heritage the company established just that.To effective communicate to consumers, how the message is carried is really important. â€Å"Mediascape is the rank of channels available which will carry the message” (Smith, 2010) Stella Artois utilized online resources by putting their site as the Centre of marketing communication. They created an online experience including a short film movie name La Bouteille to a 3D interactive experience Le Défi where â€Å"players challenge their friends to rescue a fresh-poured goblet of Stella Artois by engaging in a number of heterogeneous puzzles.” (Smith, 2010) Their method of communication gave them a global audience and engage their target audience with the impact of technology. cleanse DialogueI believe that Stella Artois utilized the best way that they smoke to improve the confabulation with their target audience. One way that they u sed was with going back to their roots demo the heritage of the brewery. Artois relaunch of its products under the ‘la famille Artois’ helped enhance and put up the quality of the product. And with the feminine touch twist with the chalice glasses and the classy point-of-sale materials it promotes a premium product and discourages the audience of heavy drinkers and young males. another(prenominal) tool used that was the best way to improve the dialogue was with their website promotions.With the constant change of technology consumers have access to multiple lines of products available as well as information anytime and anywhere. And using the technology reflecting the brewery gets the consumers engaged and allows them to interact with the company. For Stella Artois to launch a global, through the line campaign driving traffic to an international website I believe was the best way to improve the dialogue and find more of their target audience.\r\n'