"Budweiser in the mind is not equal to Budweiser in the hand and so that was really our job. When you close your eyes you imagine a brand that is iconic and has been around for 140 years and you see all these wonderful things and you can imagine all this branding and typography but at the moment when you have it in your hand, whether in the US or other parts of the world, those are not consistent and it didn't live up to that image we had in our mind".