Budweiser made a splash on this year’s Super Bowl with a commercial called “Stand by You,” which told the story of the company’s effort to provide emergency drinking water to communities in need during natural disasters. So far, the spot has garnered more than 20 million views on YouTube, but it’s not Budweiser’s first foray into purpose-driven marketing. In this conversation, learn more about why Bud’s top marketing chief believes brand purpose is the future and why employees and consumers need to be inspired by what a brand stands for.
Ricardo Marques, VP, US Marketing, Budweiser
Interviewer: Greg Stern, Co-founder and CEO, BSSP and 4A’s Board Chair