Everyone has seen the reports on the backlash from InBev's (BUD) hiring of a female impersonator to represent their Bud Light brand. You've seen his videos and you're heard about the controversy. But who's to blame?
Alissa Heinerscheid is the chief marketing officer in charge of Bud Light. Below is her ninety-second rationale for taking the brand astray.
Here's why franchisees should worry - corporate marketing departments are full of Alissas. Very few of these corporate people will think that she, or her division, did anything wrong.
And, the advertising agencies and marketing advisors are staffed almost entirely with Alissas.
They are everywhere in corporate America. Except in the beer aisle buying Bud Light.
How did this Bud Light campaign slip through the filters and make it to the general consumer? Obviously, everyone at InBev was afraid to object out of fear of being called "Transphobic".
Going a little deeper, please watch the first five minutes of this commentary from podcaster Trish Regan. She blames the mess on Alissa's alma mater - Harvard.