“This is the famous Budweiser beer. We know of no other brand at any price that costs so much to brew and age. Our exclusive Beechwood aging process produces a taste, a smoothness and a drinkability that distinctlty says “Budweiser.”
- Printed on every can and bottle of Bud and pretty much-required recitation when being put through the Budweister boot-camp. (Oh, and a really solid marketing lesson, too!”)
Memorization ain’t what it used to be, what with the whole Google / Interwebs at our fingertips all the time. Heck, I’m not even sure they teach geography in schools anymore, let alone having kids memorize all the states and their capitals.
And, I haven’t really liked Budweiser since I discovered dark beers in the late 90’s. After growing up in a “Bud” house, and working for Anheuser-Busch selling the “Mother Ship” brand — the taste has left me, but the words on the label never will.
In our businesses, in our stories to the market, what parts are worth memorizing? Retailers used to argue that Miller and / or Coors were “cheaper…” and we’d remind them that we knew of no other brand at any price which cost so much to brew and age. Bartenders had trouble arguing with the taste, the smoothness, and the drinkability… It did, after all, distinctly say, “Budweiser.”
No one memorizes prices. No one memorizes features. No one memorizes deals. Stories, though… people memorize stories. They personalize them. They pass them on to friends and family.
Is our business memorable? Are our stories worth memorizing?
If the answer is “yes,” then we have something upon which more, or longer, or better can be built.