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Ultimately, Milwaukee might need to come up with a new identity to supplant the "Brew City" moniker. |
| By Steve Jagler Special to OnMilwaukee.com E-mail author | Author bio More articles by Steve Jagler |
| Published May 8, 2008 at 9:16 a.m. |
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The prevailing perception around these parts is that Milwaukee has no chance of being the home for the corporate headquarters when Miller Brewing Co. and Molson Coors Brewing Co. merge their U.S. forces.
After all, Molson Coors vice chairman Pete Coors, who will serve as chairman of MillerCoors, said the future headquarters will probably located in a "neutral" city other than Milwaukee or his hometown, Golden, Colo.
The Denver Post reported that the cities being considered for the new MillerCoors headquarters include Chicago, Kansas City, Dallas, Atlanta, New York and Des Moines.
Still, that isn't stopping the folks at the Milwaukee 7, the Metropolitan Milwaukee Association of Commerce, Milwaukee Mayor Tom Barrett and Wisconsin Gov. Jim Doyle from continuing their efforts to convince the merged brewer to come to a town that has marketed itself as "Brew City" for decades.
The M7 brings the international site selection team of Deloitte LLP to our fair city this week to evaluate our region and provide insight about how it should market itself to companies that may consider Milwaukee an option for corporate headquarters.
Steve Baas, governmental affairs director of the MMAC, said the Deloitte team will be here today and Friday, sizing up the region's assets and making note of its weaknesses.
"We have them coming in to look at what we're pitching, to coach us up," Baas said. "You could call it due diligence, but it's much more than that. It's a great opportunity."
The M7 folks will use the feedback as they continue to make their case to MillerCoors and as they pitch Milwaukee to other corporations in the future, according to Pat O'Brien, executive director of the M7.
Deloitte had provided some consulting work related to the formation of the M7, which then invited the company's site selection team to hold its annual meeting here, O'Brien said. While they're here, the dozen or so members of the team will size up Milwaukee.
MillerCoors officials are mum about their progress in determining the location of their combined headquarters, because they await the U.S. Department of Justice's antitrust review of the corporate marriage, O'Brien said. He said the government's decision is expected in June.
Ultimately, Milwaukee might need to come up with a new identity to supplant the "Brew City" moniker. After all, if Miller goes the way of Pabst, Blatz and Schlitz, the only thing left will be a collection of nice local microbreweries.
Still, the M7 has not given up on the notion of convincing MillerCoors to put its headquarters here, Baas said. The Milwaukee team will "dot every i" and "cross every t" until a decision is made, he said.
Baas acknowledged that a pessimist may believe the cause is lost. He said an optimist may believe Milwaukee still has a chance. But a realist believes Milwaukee must make its best case and let the chips fall where they may, he said.
In other words, the M7 gang is going to swing hard, in case it hits something.
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3 comments about this article. Post a comment / write a review. |
Posted by SJKing on May 8, 2008 at 3:58 p.m. (report)
My solution, Milwaukee is named Miller Brand Headquarters, Golden-CO can be Coors Brand Headquarters, and Molson Brand Headquarters can be in Canada; they can then put Corporate Headquarters anyplace they want. GE Corporate Headquarters is in New York; GE Healthcare Headquarters is here. It is unfortunate, with the history and reputation of both the company and city, that Miller Brand identity is not more tightly connected to the city Milwaukee, in spite of the fact that the brewery here is the oldest in the country and we now have Miller Park. Sure, there's a clear connection between the brand and those of us living here; but not for anyone else. Coors Brand identity is tied tightly to the Rockie Mountains of Colorado, as is the Coors family. Molson Brand identity is connected to Canada. Geographic location is part of their Brand identity. Although Budweiser Brand identity may not be tied to St. Louis, the Busch family certainly is. I'm sure this disconnect between Miller Brand identity and the city of Milwaukee is just how things evolved, although I wonder what it might be like today if a Miller family member was, and had been, CEO. Or, if more members of C-level and Marketing management were, themselves, more tightly connected to and identified with the city of Milwaukee. If we can keep Miller Brand in Milwaukee, then let's hope Milwaukee can be better connected to Miller brand identity. Which beer brand made Milwaukee famous? -- Steve King
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Posted by MikeBrenner on May 8, 2008 at 12:53 p.m. (report)
Screw Miller, I will never drink another 40oz of Old English again! From now on, I'll duck tape Private Stock to my limbs when I play Edward 40oz Hands.
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Posted by alba on May 8, 2008 at 11:45 a.m. (report)
Has the M7 accomplished a single thing since they formed? Im not holding out much hope for them to convince Miller to remain in Milwaukee.
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