If you’ve been reading the news, drinking beer, or doing both at once, I’m sure you know by now that Budweiser, the “King of Beers”, has rebranded itself as “America” (at least until this electoral process has ended.)

“We thought nothing was more iconic than Budweiser and nothing was more iconic than America,” gushed the creative director at the firm paid to give Budweiser a new identity.

As Libby Nelson over at Vox said, “The campaign is Budweiser’s plea for attention — and it’s working.” But from the way reporters have been covering the story, it doesn’t look like it’s the type of attention Budweiser intended.

As many lesser companies have discovered, renaming your brand will not change public perception of the brand. If a company really wants to show they represent a certain value or heritage, they have to show this in their company culture through employee advocacy and other internal branding.

You can see that this is true by looking at popular and media responses to Budweiser’s temporary name change. Most articles start by pointing out that the company wanted to evoke notions of tradition and deep-rooted values, then switching to a tale of how Budweiser’s popularity has been rapidly decreasing due to competition from craft beer, a booming wine and spirits industry, and the fact that Budweiser is actually owned by the Brazilian-Belgian In-Bev company.

The press called Budweiser out. The company essentially dyed its hair blonde and tried to assume an alternate identity. It isn’t working.

If Budweiser wanted to truly represent America, it would have to change its entire operating structure. It would collaborate with other breweries, as craft suppliers have been doing. It would support others in the industry. It would use locally sourced products, and heck, it might even become a local business again.

Or, they could just adopt NPR’s Peter Sagal’s suggestion. “[Changing their name to America was] the number two solution after they rejected number one: Make it taste good.”

But for now, Budweiser has just made a parody of itself—and perhaps a parody of America.

A version of this post originally appeared on Medium.com.