"PBR is a symbol of anti-consumption. Allow the market to appropriate and use this symbol (i.e., leave the Pabst poster girl with her teeth blacked out, let Starve package their CDs with PBR cardboard and duct tape)." It had to reject overt commercialism: "Don't succumb to hype, bluster, greed. Keep it honest and real. At the end of the day, life ain't about the almighty dollar." It had to stop being defensive about the beer's image: "Don't chase after the beer snobs. Some people are always going to look down on PBR. So what? You get the idea...
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Brand Hijack
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