Differentiation in Branding: Confused or “Corn fused”?

By
Services for Real Estate Pros with Napa Consultants

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?

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
961,871
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

That's amazing.  I didn't know any beer was made with corn syrup.  And thanks for the commercial since I didn't watch the Super Bowl this year. Missed those commercials!

Feb 08, 2019 06:46 PM #39
Rainmaker
3,735,345
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Ron and Alexandra Seigel ,

Congratulations on a well deserved featured post. I'm confused..I'm not a beer drinker and never considered they used corn syrup. I do try and stay away from sugar and have to admit I'll stay clear of the controversy and continue to not drink beer..wine is my choice! Cheers!!

Feb 08, 2019 07:04 PM #40
Rainmaker
604,038
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

personally I think they missed the mark by a mile with this ad. Beer drinkers want to enjoy the beer not think about corn syrup. and they just pissed a whole bunch of corn farmers off big time. 

On top of that the ad was just not good. it didn't engage. it didn't make any sense and it was a big flop. Bring the Clydesdale horses back with a cute puppy and a sad story with a happy ending!!!  Maybe shetlands for the lite beer!

 

Feb 09, 2019 12:10 AM #41
Rainmaker
2,402,536
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Natural foods & products need respect. Unatural or processed remain suspect

Feb 09, 2019 05:43 AM #42
Ambassador
1,771,417
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I just came by again to say "this should be featured." And, I see the star. Good deal. D 

Feb 09, 2019 06:52 AM #43
Rainmaker
387,444
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Thanks for pointing out how they missed the mark with (I am sure) their very costly marketing video.

I am sure we all have thought we had a great marketing piece that made since to us, but missed big. It is probably a good idea to have others see what you propose to put out and give their honest reaction.

Thanks 

 

Feb 09, 2019 08:53 AM #44
Rainmaker
1,249,225
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Alexandra,
I do tend to read lables before I buy things but when I watched that commercial I looked at Brian England and said "they use corn syrup in beer?"  He just shrugged his shoulders.  It's a reminder that we need to read labels on anything we consume.  It's very eye opening. 

Feb 09, 2019 01:25 PM #45
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol Williams we both look at labels, it is part of being finicky about our well being.  Thank you for your comment.  A

Feb 09, 2019 01:27 PM #46
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mike Cooper, GRI I am not adverse to carbs, but corn syrup, yes, I am adverse to. However, we both are luckily not that fond of sweets or ice cream!  Bread is a different story!  LOL A

Feb 09, 2019 01:30 PM #47
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry I am pretty sure that Budweiser's spokesperson is corn fused.  I was very amused that their premium beers have corn syrup in order to make them affordable..HUH?  A

Feb 09, 2019 01:32 PM #48
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jan Green we barely lasted until half time, at which point we went on to watch a movie.  With all the money spent between buying time and production,  it boggles my mind how someone in charge did not see how stupid this ad was prior to releasing it.  A

Feb 09, 2019 01:34 PM #49
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie,

Cheers to you to.  I love toasting to good things, good people, and magnificent wishes with a good glass of bubbly, white or red...A

Feb 09, 2019 01:35 PM #50
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debra Leisek I agree,dogs and horses and a feel good moment are worth more in good PR.  A

Feb 09, 2019 01:36 PM #51
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Richie Alan Naggar we are in agreement with you 100%.  Have a great weekend. A

Feb 09, 2019 01:37 PM #52
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD Thank you for your great support.  Are you enjoying the snow?  A

Feb 09, 2019 01:38 PM #53
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Wiley Thanks you for taking the time to comment on our post, and your kind words.  Wishing you a great weekend. A

Feb 09, 2019 01:39 PM #54
Rainmaker
1,112,442
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - You made some good "cornfusing" branding points. I am not a beer drinker at all but in conversations when I take clients to our Oak Creek Brewery, clients usually talk about IPAs. That is the big thing. But in every conversation I have had, it is all about taste. A beer drinker won't drink it if they don't like it. 

Feb 11, 2019 08:09 AM #55
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® no doubt you are right,  The craft beers I would guess do not use corn syrup,  I am going to ask next time I have the opportunity.  My nephew and his brother in law both make their own beer at home, and in their discussion, I never heard corn syrup....I will ask.  A

Feb 11, 2019 12:04 PM #56
Rainmaker
1,636,740
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

How bizarre.  Do you think the response was a deliberate tactic to confuse consumers?

Feb 26, 2019 06:54 AM #57
Rainmaker
4,231,707
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lise Howe I think both the executive who approved the ad, has a whole of explaining to do.  LOL A

Feb 26, 2019 01:33 PM #58
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