One of the first things we like to know about people when we first meet them is where they’re from and what’s their story. The same is true for brands. We refer to this as brand ‘provenance’; a word derived from the French ‘provenir’, meaning ‘to come forth’ or ‘originate’.
Which is all rather ironic for Kronenbourg, who last year fell foul of the UK Advertising Standards Authority for making claims about its ‘Frenchness’ that the brand could not substantiate. Parent company Heineken has appealed the decision, which would limit its ability to portray Kronenbourg as authentically French. If successful, the Read full story ›
Source: The Drum
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