Last week discussed the law of the word and how you should work on owning a word that represents your company and customers.

One thing to keep in mind is that your keyword can be unique to every target market you have. In Canada Molson Canadian Beer is known as the beer that Canadians drink. Their marketing in Canada plays up the spirit of what it means to be Canadian.

Interestingly enough in the US Molson Canadian is known now for being number one import beer. There are many others competing for that word but in volume of sales Molson Canadian is currently the number import. Beers like Becks, Guinness and Corona have all started marketing for other words due to this shift and it reflects in their marketing.

Just remember that a company can have different identities in various geographical locations and that your branding should reflect that local identity to better build that brand.

What is Coors Light key word they own?