Bacardi shows brand power of self-confidence, story-telling

The key to inspiring lifelong loyalties is often found in the brand story.

For Bacardi, this meant celebrating the richness of the family name in design details and typography, drawing on an archive of design heritage.

Bacardi’s history is essentially the history of Cuba. One family member was a revolutionary; others helped to run the country.

Exiled by Castro, they dreamt of returning to their homeland. Family-run to this day, this powerful story gives Bacardi an authenticity that can’t be artificially created.  (City A.M.)

Cheers to Heineken, or to AB InBev? How About Neither

Heineken must fatten margins, ABI must prove it can grow.  (Bloomberg)