Magic Sells Beer – Creating an Emotional Connection with the Brand

Part 5 of a Continuing Series…

Magic, especially really great magic, has the ability to create memories that can last a lifetime. When performed live, magic is one of the most powerful visual mediums on this planet. Great magic is truly remarkable to watch, and when a product or message is visually integrated into that magical experience, that audience’s memory is carried forward for many years…in some cases, for a lifetime.

The A-B Master Illusionist Program has continued to evolve so that it stays in tune with current trends and social acceptances. At one time, when this program was originally presented over 30 years ago, everything was Budweiser, Budweiser, Budweiser. My shows hit audiences over the head with constant Budweiser messaging, music and imagery. This approach evolved into something more subtle. The brand and imagery changed and became more refined with the emphasis on creating brand relationships, friendships and loyalty.

Today, trends continue to shift as retailers and consumers increasingly becoming more sophisticated. There are certain marketing and sales approaches that are seen as intrusive or simply ignored, while others have become more appealing and acceptable. The trick (forgive the pun) is to find the perfect balance. The A-B Master Illusionist Program is constantly adapting to meet our modern day marketing and sales needs.

I remember someone years ago called me the “Budweiser Chameleon.” He said that every time he saw me I had a new look and approach. This does not happen by accident. I am always staying current so that consumers can relate to our brands, through me, on a personal level.

Through it all, the one constant is that people love to watch amazing magic. The secret is to balance the magic and messaging so they work in harmony to create a lasting, positive memory on behalf of our brands…which is exactly what this program strives to do.

“Magic Sells Beer” is an open forum for sharing ideas and thoughts about the A-B Master Illusionist Program. I would love to hear your thoughts on this topic. Please feel free to share with me your comments.

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