Corona: A Charismatic Brand

We're recently been doing a lot of research around brand charisma - what drives people to thaink of brands as a trusted friend and choose one brand over another in the face of parity or even cost and convenience hurdles. One of the brands that has risen to the top is Corona because of the way the way people want to spend time with Corona and enjoy a relaxing moment in life. They've illustrated this beautifully in the contrast shown between Corona and non-Corona drinkers in this video on their web site. (click to play)



Check back for our white paper about brand charisma and a case study on the beer category.

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