SABMiller has a portfolio of over 150 beer brands, including famous international names and established local brews. To better plan
their creative future, Added Value drew up the Compass 2+ Map. It plots the positioning territories currently being used by more than
70 winning beer brands across the world - with illustrative examples.
Using semiotic analysis, the project created a strategic framework to be used across SABMiller's markets. In fact, the Compass 2+ Map
has been a source of immense inspiration within the company, increasing the speed at which brands can learn from each other and their
competitors.
Says Charlie Hiscocks, from SABMiller: 'To have distilled and synthesised such a large selection of communication into something that is
both simple enough to be actionable and yet detailed enough to give real texture, is a work of genius.'
To which we can only raise a glass in salute.
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