Case Study: Heineken Teaches Us How and When to Take a Stand

You may have seen the Heineken ad on the news or in social media lately, and for good reason. It’s a wonderful display of a company who knows their customer and is comfortable taking a stand.

If you watch the video above, you’ll see that the ad displays very strong beliefs. While they realize this may alienate some of their other customers, Heineken has chosen to appeal to a very particular kind of customer: one who is willing to question their beliefs.

We think we need to appeal to everyone, but the truth is we don’t need to work with everyone. You need to work with the customers who most excite and inspire you, who you most want to serve. When you tailor your messages to those who are your true ideal customer, you will forge a greater connection and they will become much more loyal to your business and brand.

We think Adele Cehrs wrote it best when he shared his article, How Brands Like Cadillac, Nordstrom, and Under Armor Took a Stand. Check out the tips, and think about ways you can take a stance on something you care about. Share with your audience what you believe or what’s important to you. Realize that your audience members may disagree with you, and that’s okay. If you try to stand for everything, you end up standing for nothing.