The brewers showed Claude a mother yeast cell that was a result of about 2,500 different experiments that had been done to find the quintessential yeast to make the proper taste. They showed him five different, three-foot-thick, plate glass rooms where beer was condensed and redistilled and re-condensed for purity. They showed him the tasters that tasted the beer five different times. They showed him where the bottles were cleaned and re-cleaned 12 times. They showed him the whole process. At the end, he was incredulous.
He said, “My God, why don’t you tell people the process that your beer goes through?”
And they said, “Because that’s how ALL beer is made. It’s nothing special; it’s nothing unique.”
And he said, “Yes, but the first person who tells the public about this will gain preemptive advantage.”
He got Schlitz to the #1 position in about six months—using preemptive advertising, windfall profits are virtually assured.
One of the lines Hopkins used for Schlitz was, “Bottles washed with live steam!”
At the time, all beer bottles were washed with live steam.
But Schlitz said it first. All that its competitors could say was, “Ours are too!”
Cashing in Big on Cloned Meat
For some savvy meat producer, the possibility that cloned meat will be surreptitiously brought to market represents a type of marketing that I’ve never seen in my lifetime.
The first requirement is a corporate spokesperson—someone likeable and absolutely trustworthy. Some recent examples:
* Frank Perdue: “It takes a tough man to make a tender chicken.”
* Lee Iacocca for Chrysler: “If you can find a better car, buy it!”
* Victor Kiam of Remington: “I liked the shaver so much I bought the company.”
* David Oreck: “Try my eight-pound Oreck vacuum cleaner free.”
Others of note: Orville Redenbacher, Martha Stewart, Richard Branson and KFC’s avuncular “Colonel” Harlan Sanders.