In order to maximize the potential of its explosive new brand partnership, Anheuser-Busch seeks to define the Kasey Kahne brand.

SME led a comprehensive consumer analysis that helped guide the creation of an effective Kasey Kahne brand positioning, allowing all partners—chiefly Anheuser-Busch, Richard Petty Motorsports and Kasey Kahne Racing—to activate the brand at retail. The overarching positioning, Driven, expresses exactly what the Kasey Kahne brand stands for: Integrity, Intensity and Excellence.