The American Thanksgiving holiday to be celebrated later this week features an excess of food, televised football and beer. Beer is an important American cultural element. The American patriot and founding father, Benjamin Franklin, once quipped that “Beer is proof God loves us and wants us to be happy.” There is a reputation angle to this. Read on. 

During the 2009 broadcast of the NFC Championship football game Jan 18, Heineken USA launched a new campaign for its new marketing platform -- "Give Yourself a Good Name." The campaign showcases subtle ways in which consumers decide to "give themselves a good name" through their actions, their words and their choices. Let’s focus on actions as they are the embodiment of something the Society cares about very much – processes.

By drinking Heineken, the campaign suggests, consumers will be building a good reputation for themselves. This is the process hook. There's an admonition to drink responsibly, or not to throw your name away in drunken excess. An ethical call for socially responsible behavior.

There you have it. Increasing intangible asset value (ethics) through risk and reputation management at a most personal level.



Tastes great, even if it doesn’t beat the 2-year returns of the S&P500. Above, the S&P500 in sepia, AB Inbev (BE:ABI) in blue, and Heineken (NL:HEIO) in red. Data source: BigCharts.com

We wish all an enjoyable holiday. We'll return next week.