For a brand with a slogan of “Up For Whatever,” Bud Light may not be up for the meltdown unfolding across the country. The company is now effectively giving away beer due to plunging sales. It is not good when your brand comes synonymous with self-destructive marketing. “Bud Lighting” is now being used as a verb, noun, and present participle. When Miller Lite produced a controversial ad to attract women, it was accused of “Bud Lighting” itself. Bud Light has now joined names like Bork (as in “Borked” nominees) or Gerry (as in Gerrymandering) that became negative verbs or nouns. That is hardly good news when you are hoping to be known for your beer. …

Various writers dismissed the boycott against Bud Light and said that the company had to just “hold the line” because it would fade and fail. It hasn’t.

But something is happening that has taken experts by surprise. Consumers appear to be holding the line against a growing number of brands.

[All Bud Light really had to do was offer a clear and specific apology, mostly for Alissa Heinerscheid’s insulting commentary about their consumers. They have worked so hard to avoid an apology that it has become clear that they actually think the same as Heinerscheid does about their customers.

This reminds me of the old urban legend about “Uncle Don,” a radio/TV host for a kiddie’s show that didn’t realize the mic was still live. As the tale goes, Uncle Don waited until the show ended to say, “That’ll hold the little b*****ds,” which went out live to thousands/millions/the universe, depending on the telling. Uncle Don never worked in radio/TV/vaudeville/Dodger Stadium again, the moral of the urban legend teaches us. The story may not be true, but the lesson sure is. And right now, corporations across the US are practically jumping to be the next Uncle Don. (Also, the mic is ALWAYS live. That was the other moral to that story.) — Ed

UPDATE: It was Uncle Don, not Dan. I’ve fixed it above.– Ed]