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Future Proof
Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev
Jun 14, 2024
Marcel Marcondes, Global CMO at AB InBev, discusses the importance of brand in driving growth. AB InBev's success with brands like Budweiser and Corona in the top 10 most valuable global beer brands. They focus on building iconic brands with global consistency and local relevance. Explore how Corona became the most valuable beer brand by combining functional and emotional elements. Learn about AB InBev's strategies for identifying new spaces for brand growth through consumer insights and their partnership with the International Olympic Committee in the non-alcoholic beer market.
21:50
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Quick takeaways
- Balancing local and global brands is crucial for success in the beer industry.
- Creating iconic brands requires a balance between emotional and functional needs of consumers.
Deep dives
Building Strong Brands
Brands are crucial assets for organic growth in companies. They must address both functional and emotional needs of consumers to create iconic brands that are loved and understood by consumers. Maintaining this balance is vital to ensure brand-led and consumer-centric growth.
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