How today's terminally woke MBAs torpedoed Bud Light--and will never change

Edited from a great piece by Buck at Ace of Spades:

There is a trope going around that the Bud Light debacle will be a case study for future generations of MBA students.  It goes like this:

In the future, elite MBA programs will teach the implosion of Bud Light as a textbook case of how to destroy a brand and alienate customers.

With all due respect, no they won’t.

Reason is that the decisions that torpedoed Bud Light were exactly what's being taught at elite business schools. All the executives who sank Bud Light are graduates of elite MBA programs.

Alissa Heinerscheid, the VP of Marketing who hired female impersonator Dylan Mulvaney to make the brand more "diverse," has an MBA from Wharton.

Group VP Daniel Blake, who hired Ms. Heinerscheid to make Bud Light more, you know, "diverse," has an MBA from the University of Virginia.

CEO Brendan Whitworth, who employed Blake and Heinerscheid to...something something...has an MBA from Harvard.  So...clear on this?

Like professors at all elite universities, most MBA profs hold blue collar Americans in contempt.  And with that attitude, the wokie push for "DIEversity" and the belief that their customer base would be fine with a tranny rep, the disaster was absolutely inevitable.

Overlooked by the Mainstream Media in "reporting" the debacle was Heinerscheid explicitly saying she had a “super clear mandate” from above to "fix the demographic problem" of the nation’s best-selling beer.

Wait...you've got the top-selling beer in the country.  So what's the alleged problem?  

Simple: almost everyone who drank it was a working-class man.  The wokie profs at the biz schools taught that dis was totally not woke!  Your customer base gots ta be DIEverse! Tranheuser-Busch’s wokie execs, with their MBAs from elite schools, were easy pickins for that horseshit.

Here's Alissa: “I had this super-clear mandate. It’s like, 'we need to evolve and elevate this incredibly iconic brand.' What does 'evolve and elevate' mean?  It means inclusivity…having [an ad] campaign that’s truly inclusive and feels lighter and brighter and different.  And appeals to women and to men. And representation, isn’t that the heart of evolution?"

"Bud Light had been kind of a brand of fratty, out of touch humor, and it was really important that we had another approach.”  Oh, definitely.  It was only the top-selling brand in the U.S, so "we needed another approach."  There's some first-class thinking there.

Every single word from this woman conjures up images of the Titanic.  And her wokie bosses were totally on-board with this crap.

Victor Davis Hanson blasted the destruction being wrought in corporate America by executives who were mis-educated in elite MBA programs:

By taking over the MBA programs at the major universities, the Left ensures that the new corporate credentialed elite has never gotten its hands dirty in the lower echelons of business.  Instead, the new execs transition from their MBA courses in diversity, equity and inclusion, and environmental and social governance, straight to the activist corporate boardroom.

So no, MBA programs at the nation's so-called "elite" schools won't be teaching how wokie execs--too scared to say a single cautionary word about an obviously ill-conceived proposed ad campaign--turned formerly loyal customers into angry former customers.

Instead you can expect that America's wokie, "elite" b-schools will teach these things:
  • Bud Light was a brand with a "problematic, non-diverse customer base."  Yep, mostly male, so clearly "problematic."
  • Because wokie theory says deplorable working-class men are inexorably being replaced by "diverse pyrsyns" (hypothetically including LOTS of trannies), the brand was destined to lose market share--unless some faaabulously creative marketing pyrsyn rescued it.
  • Heinerscheid's marketing plan--like the latest Indiana Jones movie from Disney--brilliantly and bravely tried to save the doomed brand, but was sabotaged by hateful, transphobic, right-wing male deplorables.  And there ya go, citizen.

CEO Whitworth is just as "wokie" as Alissa, and needs to resign in disgrace for the irreversible damage he has done to the Bud Light and Budweiser brands.  Any bets on whether he will?

Source.

https://acecomments.mu.nu/?post=405135