🍻🍺 AB InBev: "Leaning Into" Ad Focused Behaviors!

Good morning!

AB InBev’s focus on “attentive reach”: advertising focused nonsense.

The Big Idea: AB InBev’s marketing team lays out a new vision for their marketing filled with buzzwords:

• “Attentive reach”

• “People focused”

• “Leaning into”

Isn’t this more of the same old?: Absolutely.

Why does it matter?: I’ve surveyed executives in businesses around the world. 80%+ of these executives don’t trust marketing.

Why?

Marketers talk all of this nonsense about “Attentive Reach”, “People Focused”, and buzzword of the day.

Articles like this: reinforce those thoughts.

What does the executive want?: Results!

Go with words like:

• Profits

• Sales growth

• Customers

How can you deliver that?: Do proper marketing work!

What does that mean?

• Segmentation based on behavior

• Targeting using your segmentation

• Positioning your product effectively: about you, against the competition.

• SMART Goals

• Deliver with the 4 Ps

For later: We can talk about the power of branding and how AB InBev’s focus on tactics undermines their brand.

Go Deeper:

• I talk with Giles Edwards about proper marketing.

• Giles Edwards talks with me about selling booze.