For Anheuser-Busch InBev, Creative Marketing Is About Solving Problems, Not Making Ads

Global vp of marketing culture and capabilities Ryan Verschoor explains the brewer's shift from brand buyer to brand builder

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People can be difficult to understand.

While one person might prefer a particular beverage because their parents drank it, another might choose to avoid it for the same reason. Certain ingredients can attract some shoppers, yet repel others. Popular flavors come and go.

Sometimes consumers can’t even articulate why they favor one brand over another. Or, when they claim they can, a look at their purchase history reveals their words don’t align with their actions.

This is why remaining dedicated to learning and relearning why people do what they do is crucial—especially for companies in the consumer goods industry, which is seeing items like non-dairy milk and sugar-free soda gain

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