Jodi Harris, VP/Marketing Culture & Learning at Anheuser-Busch InBev, discussed this subject at an event held by Kantar Millward Brown to celebrate the launch of the latest BrandZ Top 100 Most Valuable US Brands report.
More specifically, she outlined a tripartite formula that is helping brands like Budweiser connect with consumers in tangible and effective ways.
The first element of this framework is purpose. “Purpose is the shared values for the brand,” Harris said. (For more, read WARC’s in-depth report: Purpose, product, passion: How Anheuser-Busch InBev leverages the “3Ps”.)
“And [the purpose for] Budweiser is all around this winning spirit, and being free to live the life of your dreams.”
Given that Budweiser plays in a highly competitive category, remaining focused on this purpose is invaluable. “When we talk to consumers, consumers say, ‘A Bud is a Bud. It transcends beer,’” Harris said.
“And we need to make sure that we stick to the core values of our brand, which are linked to the purpose and a lot of other things.”
The second of the “3Ps”, Harris revealed, is the product. For AB InBev, these offerings span everything from household-name brews (like Budweiser) to a growing range of craft beers. But, in each case, the underlying principle is the same.
“The product is all about the beer, and the brewing credentials at the end of the day,” Harris said.
Completing the company’s three-pronged schematic is “passion”. Explained Harris: “How do you make that [product] fun and interesting and connect it to culture? By way of passion points.
“And so we find interesting ways to help shape culture, and connect this winning spirit, this winning mentality, to the moments that matter in culture.
“It’s being able to find those moments that are core to the brand but also [connected] to passion points that are also [important] to our consumers and potential consumers, and finding ways to connect in that way.”
Sourced from WARC