Carling's brand waffle

In light of Carling's recent dip in retail sales (down 5.2% to July this year), their marketing director has decided to concentrate efforts on their "British sociability" positioning.

According to Mr McDonough “Every brand goes through an evolution stage and we are at a natural inflection point with Carling, looking at how we broaden its appeal.” I get the last bit, the first bit is beyond me I'm afraid.

If he wants to broaden its appeal (sell more) then I suggest he concentrates on making it taste different from all the other middle-of-the-road, non-descript lagers on the shelves these days.

Only then will he have anything to back up a change in positioning.