Differentiation in Branding: Confused or “Corn fused”?

As a luxury real estate marketing professional or any real estate marketing professional, if you are seeking additional market share and visibility, it is important to give a complete picture of how you are different without any potential confusion to the buyers or sellers that may seek your services.  Here is an example of confusion, which turned into more confusion or “corn fused!”

Some of you many have seen the Bud Light commercial during the Super Bowl.  This was an attempt by Bud Light to differentiate themselves from their competitors, Miller Lite and Coors Lite by stating that they do not use corn syrup, whereas the competition does.  This was an attempt to claim their unique selling proposition, and transparency. A spokesman for Bud Light as quoted in Forbes: “Bud Light’s Super Bowl commercials were meant to point out a key difference in Bud Light from some other light beers. This effort is to provide consumers transparency. We’re proud of what we put into Bud Light and what we leave out like – corn syrup, preservatives and artificial flavors”. 

In response, Miller Lite explained in a full-page ad in the New York Times, that they are proud to use they use corn syrup, and not high fructose corn syrup.  This statement creates more confusion for the consumer. The bottom line is that both forms of corn syrup are sugar.  The reason folks drink light beers is because they are concerned about their health which includes an intake of calories, especially carbs.  Whether it is high fructose or corn syrup it usually produced from GMO corn, which is another health concern for many consumers.  

Even this light organic corn syrup (pictured above) has 31grams of carbs in two tablespoons, and 130 calories. The American Heart Association recommends that most women get no more than 100 calories a day of added sugar from any source, and that most men get no more than 150 calories a day of added sugar. That's about 6 teaspoons of added sugar for women and 9 teaspoons for men.

The Bud Light spokesman went on to say:” Some beers do use corn syrup and that’s fine. In fact, our value brands use corn syrup. We use corn syrup in these brands because it makes the beer less expensive to produce and is therefore offered at a more affordable price to consumers”.

That statement leaves us even more confused. As rare beer drinkers, we are confused or “corn fused”.  Next time, we will definitely ask: “does this beer have corn syrup?”  Will you ?