Cold Call

Since brewing is a marketing-driven business, finding ways to differentiate a beverage from its competition is crucial. Heineken’s chief marketing officer took a novel approach: take the complicated processes of production and distribution and make them interesting and important to the consumer. Harvard Business School professor Forest Reinhardt explains how a big, sophisticated company used small details, from trucking routes to the color of refrigerators, to put its commitment to the environment to work on its behalf.