Relaunching a major beer brand may seem like a daunting process. Where do you start? What do you take from the old and more importantly what do you bring that’s new? How do you stay methodical and on course, but also ensure that your message is saying what needs to be said while also being understood by the audience in the way that you intended? The following is the step-by-step journey that TCB took when rebranding Montejo Cerveza.
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