{"id":33600,"date":"2023-10-16T17:12:32","date_gmt":"2023-10-16T17:12:32","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=33600"},"modified":"2023-10-20T10:28:18","modified_gmt":"2023-10-20T10:28:18","slug":"ab-inbev-de","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/de\/case-studies\/ab-inbev-de\/","title":{"rendered":"AB InBev"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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AB InBev<\/h1>\n\n\n\n

Entwicklung einer Vision f\u00fcr eine ganzheitliche und zukunftsorientierte ESG-Strategie<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Die Herausforderung<\/strong> <\/strong><\/h2>\n<\/div>\n\n\n\n
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Nachdem AB InBev neue Nachhaltigkeitsverpflichtungen festgelegt, verschiedene ESG-Initiativen gestartet und ein starkes Team aufgebaut hatte, stand die Entwicklung einer Vision f\u00fcr seine umfassende und zukunftsgerichtete Agenda an. Ohne ein vereinheitlichendes Ziel w\u00fcrde ESG eher zu einem \u201eNice to have\u201c werden als zu einer entscheidenden Komponente der Unternehmensstrategie. AB InBev beauftragte Prophet damit, ein Konzept zu entwickeln, das die Mission \u201eDream Big for a Future with More Cheers” (\u201eGro\u00dfe Tr\u00e4ume f\u00fcr eine Zukunft voller Freude\u201c) aufgreift und unterstreicht.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Unsere L\u00f6sung<\/strong> <\/strong><\/h2>\n<\/div>\n\n\n\n
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Das multidisziplin\u00e4re Prophet-Team startete einen 4-w\u00f6chigen Sprint und f\u00fchrte einen Workshop durch, um den Umfang und die Tiefe der Arbeit zu definieren. In den Gespr\u00e4chen mit dem AB InBev-Team teilten die F\u00fchrungskr\u00e4fte kommerzielle Ziele und Schl\u00fcsselthemen zur Priorisierung sowie deren Verbindung zum Markenzweck.<\/p>\n\n\n\n

Unser Team f\u00fchrte dann in Zusammenarbeit mit Fachleuten eine interne Pr\u00fcfung der aktuellen Nachhaltigkeitsprogramme von AB InBev durch, um ein umfassendes Verst\u00e4ndnis der bisherigen Ergebnisse zu entwickeln. Als N\u00e4chstes pr\u00fcften wir andere f\u00fchrende Unternehmen der Branche und reflektierten die UN-Ziele f\u00fcr nachhaltige Entwicklung, um Schl\u00fcsselthemen zu extrahieren, Probleme und Chancen auf dem Markt zu definieren und acht strategische Schwerpunkte f\u00fcr das Narrativ festzulegen. Zusammen mit dem AB InBev Team \u00fcberpr\u00fcften wir die Ergebnisse und verfeinerten sie unter Verwendung unserer Frameworks \u201eWhere to play” und \u201eHow to win”. <\/p>\n\n\n\n

Unter Ber\u00fccksichtigung dieser Aspekte hat Prophet ein schl\u00fcssiges und wirkungsvolles Narrativ entwickelt, das auf einem einheitlichen, auf ESG ausgerichteten Markenzweck basiert. Zur effektiven Markteinf\u00fchrung wurde dieses Narrativ in kreative Markenbotschaften, Designelemente, Videos und ein Toolkit zur Festlegung der Markentonalit\u00e4t \u00fcbertragen. Um sicherzustellen, dass ESG einen festen Platz in der gesamten Unternehmensstrategie hat, haben wir ein robustes Governance- und Aufsichtsmodell entwickelt.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Ergebnisse<\/strong> <\/strong><\/h2>\n<\/div>\n\n\n\n
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Die von Prophet entwickelte Arbeit hat eine eindrucksvolle Nachhaltigkeitsvision und -ambition erfasst, die als Leitfaden f\u00fcr interne Unternehmensverhaltensweisen und externe Vertriebspriorit\u00e4ten im Zusammenhang mit AB InBevs ESG-Fokusthemen \u201eLokal, Nat\u00fcrlich und Inklusiv” dient. Indem AB InBev diese Themen in den Mittelpunkt seiner Arbeit stellt, setzt das Unternehmen weiterhin alles daran, eine nachhaltigere, gerechtere und profitablere Welt zu schaffen.<\/p>\n\n\n\n

Im Jahr 2022 wurde unsere Arbeit bei den \u201eNorth America Transform Awards\u201c mit Silber f\u00fcr das beste Markenentwicklungsprojekt, das eine Ver\u00e4nderung der Mission, der Werte oder der Positionierung widerspiegelt, ausgezeichnet.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Verwandte Fallstudien<\/strong><\/h2>\n<\/div>\n\n\n\n
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<\/a><\/a>ALLE ANSEHEN<\/a><\/p>\n<\/div>\n<\/div>\n\n\n

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\n\n 20 Minuten<\/span><\/caption>

\nA digital-first transformation for Switzerland\u2019s most-read news brand\n<\/h3>\n
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\n\n UBS<\/span><\/caption>

\nFrom integration to inspiration: how brand defined UBS\u2019s new era\n<\/h3>\n
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\n\n Kalmar<\/span><\/caption>

\nA brand refresh for a logistics business making moves in decarbonization \n<\/h3>\n
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