James Thompson
Jun 22, 2016

Patriotism branding: Will it resonate?

James Thompson examines issues raised by Budweiser's temporary rebranding as 'America'.

James Thompson

Samuel Johnson said that patriotism is “the last refuge of the scoundrel”. I wonder what he would have made of Budweiser’s decision to change its name for the next six months-over the Independence Day and Labour Day holidays, as well as Thanksgiving and during what promises to be an ugly and highly divisive election campaignto America’. The famous logo will be replaced on the packs, which will also carry phrases from well-loved songs and phrases. The...

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