At a glance

Anheuser-Busch InBev, the brewing giant, is doubling down on the principle of consumer-centricity across its marketing operations.

Why it matters

Consumer tastes are evolving at a rapid speed and new brands are popping up to shape and serve these changing tastes. Established players must strive to move quickly and be more reflexive in this environment.

Takeaways

  • Rather than letting a brand dictate how it speaks to consumers, marketers should listen to consumers and be a relevant interlocutor in conversations.
  • Using its brands to make a tangible impact in consumers’ lives – such as by paying off the loans of college students – is a powerful strategy.
  • Innovating at speed, and in line with evolving consumer tastes, is a central goal for AB InBev.

With so many platforms delivering so much data about so many goods and services, Marcel Marcondes, the US CMO for Anheuser-Busch, has a problem: “There’s too much noise.”