Magazine article Marketing

Marketing Mix: Pen Portrait - John Harley, Budweiser Budvar

Magazine article Marketing

Marketing Mix: Pen Portrait - John Harley, Budweiser Budvar

Article excerpt

John Harley is UK chief executive of Budweiser Budvar, the Czech brewer that has been in a legal dispute with US brewer Anheuser-Busch over rights to the Budweiser name.

This distinctive script is simplified in some ways and not in others. Starting and ending strokes on individual letters have been omitted, yet letters such as 'a' and 'g' have been aesthetically and painstakingly sculpted to look more like a typeface than handwriting.

So what does this indicate about the writer? He is pretty complex and he has to be a creative.

Keep in mind that everyone's brain works far faster than their hand - which is why so many people scribble in an effort to keep up. So for someone to be prepared to make writing an even slower process, as this man does, indicates that what they are trying to achieve by doing so must be of immense importance. In this case it is aesthetic appearance.

Another particularly revealing feature is his apparent aversion to connecting his letters. …

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