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.
- 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.”