Busch Quotes

We would sit in the living room, drink a case of Busch beer, and throw the empty cans into the kitchen for no reason whatsoever, beyond the fact that it was the most overtly irresponsible way for any two people to live.

Inconspicuousness begins as self-protection but soon extends to self-reliance and a deeper appreciation of who we are and where we belong in things.

The impulse to escape notice is not about complacent isolation or senseless conformity, but about maintaining identity, propriety, autonomy, and voice. It is not about retreating from the digital world but about finding some genuine alternative to a life of perpetual display.

Dumme Gedanken hat jeder, aber der Weise verschweigt sie.

So geht es mit Tabak und Rum: Erst bist du froh, dann fällst du um.

What to know about pain is how little we deserve it, how simple it is to give, how hard to lose.

A parent always tries to protect his child's world from the harsh reality of adulthood. - Busch

I was looking at Latin America and who was the richest guy in Venezuela? A brewer (the Mendoza family that owns Polar). The richest guy in Colombia? A brewer (the Santo Domingo group, the owner of Bavaria). The richest in Argentina? A brewer (the Bembergs, owners of Quilmes). These guys can’t all be geniuses...It’s the business that must be good.

We need something to believe in. Doesn't matter what. God, Buddha, Elvis. We all need faith. That's what gives us hope, hope there's something better out there, something to strive for. Hope is what drives you. Hope gets you out of bed, hoping you're going to make that big sale at work, hoping you get to make love to your wife at night. - Paul Busch

Es ist ein Brauch von Alters her: Wer Sorgen hat, hat auch Likör. Doch wer zufrieden und vergnügt, sieht zu, daß er auch welchen kriegt.

Although it may be unused, the front door continues to appeal to our sense arrival. Call it the ceremony of coming home.

You can 'hypergrow' all you want. Without roots, you won't stand a storm.

Design is the ultimate influencer.

Im Nebel Seltsam, im Nebel zu wandern! Einsam ist jeder Busch und Stein, Kein Baum sieht den andern, Jeder ist allein. Voll von Freunden war mir die Welt, Als noch mein Leben licht war; Nun, da der Nebel fällt, Ist keiner mehr sichtbar. Wahrlich, keiner ist weise, Der nicht das Dunkel kennt, Das unentrinnbar und leise Von allen ihn trennt. Seltsam, Im Nebel zu wandern! Leben ist Einsamsein. Kein Mensch kennt den andern, Jeder ist allein.

No matter his joking, I thought, this was a man as given to the miseries as I was. You could look into my dead face and find my living eyes. In his case, the life and death were reversed, and the flesh of his face was living ground, while his eyes were little monuments to lifelessness buried therein.

In the poetry of arrival, the garage door is free verse; the front door can be anything from a rhyming couplet to a sonnet.

Do the uncomfortable thing first.

Wie lieb und luftig perlt die Blase Der Witwe Klicko in dem Glase.

I've been very self-indulgent and weird and I'm sorry. But I'd really like to die.

But no matter how good the beer, how many honors or awards, how innovative Goose Island would ever be again, someone deep in the crowd would always boo.

The harsh smell of blood and burnt flesh will stain the air for years to come.

It is easy to become a father, but very difficult to be a father.

In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter.

When your corporate motto is “Making friends is our business,” it forgives a lot of sins.

What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow?

I faced people from all walks of business who fully disregarded design (though they were completely influenced by it). I also met fine artists who drowned in their own work and the dense creative universe in their minds. Then I met designers. And instantly fell in love. Let me tell you why. Designers are familiar with critiques. They not only tolerate them but actively look out for them. They honestly believe in iterations and learn to edit down their work. They embrace simplicity and create beauty based on requirements other than their own. Design education teaches you to run away from assumptions and to have the stomach to scrap your work often. I’m bringing this up because it’s time to bridge the gap between design and business.

She suggests, too, that our capacity for intimate relationships can depend on having this deep core of private awareness; and that acknowledging our unknown and unseen selves, and offering these up only when and if we choose, is essential to our ability to engage in close relationships. Valuing interior experience is vital to developing a sense of self, and how we reveal ourselves to the outside world has everything to do with how we stay out of view when we need to.

When identity is derived from projecting an image in the public realm, something is lost, some core of identity diluted, some sense of authority or interiority sacrificed. It is time to question the false equivalency between not being seen and hiding. And time to reevaluate the merits of the inconspicuous life, to search out some antidote to continuous exposure, and to reconsider the value of going unseen, undetected, or overlooked in this new world. Might invisibility be regarded not simply as refuge, but as a condition with its own meaning and power? Going unseen may be becoming a sign of decency and self-assurance. The impulse to escape notice is not about complacent isolation or senseless conformity, but about maintaining identity, propriety, autonomy, and voice. It is not about retreating from the digital world but about finding some genuine alternative to a life of perpetual display. It is not about mindless effacement but mindful awareness. Neither disgraceful nor discrediting, such obscurity can be vital to our very sense of being, a way of fitting in with the immediate social, cultural, or environmental landscape. Human endeavor can be something interior, private, and self-contained. We can gain, rather than suffer, from deep reserve.

We are like tea bags - we do not know man lying on sidewalk as people pass by our own strength until we're hot in water.

She better not die this time," I guess I said.

Do not confuse location with direction. Location is where you are, direction is where you are going.

Great design is no longer an advantage, it's a prerequisite. Brands: get sharp or get cut out.

... Within the mind, especially the mind under great stress... boundaries of space and time are meaningless, and the... interior self lives by other rules and in other dimensions.

having a big dream brings as much work as having a small dream’...

So, you don’t have money to invest in your brand? You do have money for damage control, right? Here’s the thing: anyone can make your brand inferior in your absence.

People change, and so do their aspirations, and so should brands.

We usually had four big targets a year: market share, expenses, EBITDA and cash.

We are like tea bags - we don't know man lying on sidewalk as people pass byour own strength until we're in hot water.

Submerged, I have become a refugee from the visible world.

Ohne Jesus wissen wir nichts von Gott. Jesus aber ist die Offenbarung Gottes. In Jesus ist Gott zu uns gekommen.

Gossip is the confession of other people's sins.

[N]ow that growing your own (food, dope, hair, younameit) is hip," wrote the author of an essay widely reprinted in alternative newspapers, "it's time to resurrect the Dope of the Depression - Homebrew." Homemade beer inspired "good vibrations" and a "pleasant high." Unlike the rest of "plastic, mass-produced shit" of modern America, homebrew represented "an exercise of craft" and empowered the "politically oriented" to retaliate against "Augustus [sic] Busch and the other fascists pigs who [were] ripping off the Common Man." "If you're looking for a cheap drunk," added the beer adviser, "go back to Gussie Busch. But if you dig the good vibes from using something you make yourself, plus an improvement in quality over the commercial shit," brew on, brothers and sisters, brew on.

Most of the wine in the world sells for two dollars a bottle. Quite a bit sells for four dollars to five dollars a bottle, and there are many that sell for ten dollars a bottle. Then you have wines that sell for three hundred dollars a bottle. What the world needs is a beer that's worth five dollars a bottle. I think that would be great. If all beer prices are forced down to the level of Busch Bavarian, none of us will be there.

In this freedom that we have received in our time, through our understanding of His divine plan for us, we stand in our full responsibility. Let us always stay close to the loving, caring hand of our Redeemer and our Savior to find safety and joy.

Yet though Americans have been driving up to their houses for decades and entering through backdoors, side doors, kitchen doors, and especially doors through garages, architects keep designing houses with ceremonial front doors that are nowhere near any car or driveway.

If you would not spend time looking at it, do not ship it. One of the best quality assurance rules of thumb is to avoid publishing content that you would not consume. Simple, yet so hard to execute on. My audience deserves my very best. Repeat that to yourself every single day.

A clever Zen teacher might say that standing back and letting the monastery burn belies a kind of attachment to the idea of nonattachment, that trying to save it when it could all burn anyway is true nonattachment. In trying to save Tassajara from the fire—or your own life from disaster—you can’t be sure you will. In fact, you can lose everything you love in a moment. And that’s not a reason to give up. If anything, it’s a reason to turn toward the fire, recognizing it as a force of both creation and destruction, and to take care of what’s right in front of you, because that’s all you actually have.

»Schnuggi«, rief ich, doch Elyas reagierte nicht. Der Typ lief mir einfach viel zu schnell. Es war schwer genug, einen Fuß erfolgreich vor den anderen zu setzen, an Tempo war dabei nicht einmal zu denken. Ich wusste nicht, warum Elyas ausgerechnet heute der Meinung war, er müsse einen neuen Rekord aufstellen. »Niss soo schnell, Elyas … Hicks« »Emely«, sagte er, stoppte und wandte sich zu mir um. »Wenn wir noch langsamer laufen, dann stehen wir.« »Gar nich waahhr.« »Doch, es ist die Wahrheit. Ich warte bereits auf die erste Schnecke, die dich anhupt.« Er harrte aus, bis ich auf gleicher Höhe zu ihm war, und lief weiter. Nur wenige Schritte später bildete ich schon wieder das Schlusslicht. Linker Fuß vor – rechter Fuß vor. So schwer konnte das doch nicht sein? Es erforderte meine gesamte Konzentration und war trotzdem nicht von Erfolg gekrönt. Im Gegenteil, denn im nächsten Augenblick bekam ich den Beweis, wie schwer es tatsächlich war. »Huch!«, brachte ich nur noch hervor, als ich mit dem Fuß umknickte, ins Rudern geriet, gnadenlos das Gleichgewicht verlor und in eine Hecke plumpste. »Emely?«, hörte ich Elyas‘ Stimme in der Ferne fragen. »Wo bist du?« »Hicks.« Erst hörte ich Schritte, dann wackelte die Hecke ein zweites Mal. »Emely! Was … Gott, wenn man dich nur eine Sekunde aus den Augen lässt. Ist dir etwas passiert?« Ich kicherte. »Mr. Busch hat mich aufgefangen … Verstehs su? Mr. Busch!« Elyas seufzte und beugte sich näher über mich. »Hast du dir wehgetan?« »Weiß nisch?« »Mädchen, Mädchen«, sagte er. »Komm her.«

Eager to reestablish their brand as the “King of Beers,” the company’s board of directors had authorized August Jr., the superintendent of the brewery, to buy several teams of Clydesdale draft horses “for advertising purposes.” Gussie, as he was called, purchased sixteen of the massive 2,000-pound animals for $21,000 at the Kansas City stockyards. He also found two wooden wagons from back in the days when the company employed eight hundred teams of horses to deliver its beer, and set about having them restored to the exacting standards of his late grandfather, brewery founder Adolphus Busch, who liked to conduct weekly inspections from a viewing stand, with his son August at his side as all the drivers passed in parade, hoping to win the $25 prize for the best-kept team and wagon.

How, then, can Apple claim to be 100 percent renewable? It purchases a fraudulent “100 percent renewable” status from electricity producers. The basic way this works is that Apple pays utilities to give it credit for the solar and wind that others use—and to give others the blame for the coal, gas, and nuclear that Apple uses. It’s as if Apple CEO Tim Cook were traveling with nine other people on a yacht powered 90 percent by diesel and 10 percent by a sail—and Cook claimed that he traveled just using the sail, while the others traveled using the diesel. This energy accounting fraud is shameful and destructive, because it leads us to think that we can have innovators like Apple without the uniquely cost-effective energy we get from fossil fuels. Even worse, leading company after leading company, including Facebook, Google, Bank of America, and Anheuser-Busch, is claiming to be 100 percent renewable.[18]

As F. Enzio Busche beautifully describes it: [If we are] enlightened by the Spirit of truth, we will then be able to pray for the increased ability to endure truth and not to be made angry by it (see 2 Ne. 28:28). In the depth of such a prayer, we may finally be led to that lonesome place where we suddenly see ourselves naked in all soberness. Gone are all the little lies of self-defense. We see ourselves in our vanities and false hopes for carnal security. We are shocked to see our many deficiencies, our lack of gratitude for the smallest things. We are now at that sacred place that seemingly only a few have courage to enter, because this is that horrible place of unquenchable pain in fire and burning. . . . This is the place where suddenly the atonement of Christ is understood and embraced. . . . With this fulfillment of love in our hearts, we will never be happy anymore just by being ourselves or living our own lives. We will not be satisfied until we have surrendered our lives into the arms of the loving Christ, and until He has become the doer of all our deeds and He has become the speaker of all our words.3

Ein halber Christ ist ein ganzer Betrüger.

was enough to understand what Marcel wanted... On a normal day he would sit at the table,

of the 2000s – mainly to preserve future relations among their heirs. Establishing the rules that will guide future generations of partners has been a concern for

Aber, ist er denn nicht auch über jeden Zweifel erhaben?« »Wir reden hier über den Typen, der der Meinung war, in Gestalt eines brennenden Busches zu sprechen, statt, sagen wir mal, als er selbst. Und warum? Weil er sehen wollte, ob irgendwer dem Typen glaubt, der sagt, dass er sich mit einem verdammten Gestrüpp unterhalten hat.

Individually, the changes were small; together they became something significant.

American beer drinkers had been conditioned to believe they were choosing Anheuser-Busch's beer, but that was only half true; Anheuser-Busch had left them few other options.

Times were good at Goose Island. They couldn't make enough beer! But they were also dire. They couldn't make enough beer.

Now, if you have a very good [brand] recognition and revenues that do not match the size of this recognition, that means that you have a great opportunity...

Let’s do some “women are not good at this” things.

Jesus aber ist die Offenbarung Gottes. In Jesus ist Gott zu uns gekommen.

Creativity is fire, copies are smoke. Stay lit.

The first real evidence of my increasing maturity came when as a teenager my pals and I had been arguing about which one of us had the faster car. That changed when the discussions started comparing who had the fastest girlfriend.

Some creators shy away from systems because they seem overpowering and rigid. However, in reality, strong systems are the only way in which you will ever have time and space for flexibility. This is true for content production, business, and many other areas of life.

Everyone is either building an audience or being an audience these days. Someone, somewhere in the world is thinking up content that will appeal to you as you read this. You are someone’s target audience.

It is easy, however, to miscalculate the staying power of one’s adversaries. Price wars drag on long and painfully, especially when the players have backers with deep pockets, for example PepsiCo’s Frito-Lay versus Anheuser-Busch’s Eagle Snacks in the US snacks market, a war that waged for over a decade with no one emerging as the winner.

Personally, I believe in tools that close the gap between professionals and beginners, understanding that — push comes to shove — this is a world of beginners.

Design is your silent storyteller. The visual aesthetic you share with the world tells a story about the values you uphold. When your audience is not ready or willing to listen, a strong visual can capture even the most evasive of minds. Design is not ornamental or secondary: it can propel your stories far beyond the spaces you initially planned for.

Text, images, and video are the paint swatches of 21st-century artists — with a single catch: this form of art has to communicate, engage, and sell.

We are faced with the incredible challenge of creating high quality content for a crowd of skimmers. The faster you understand this, the more effective your content tactics will become.

I cannot stress this enough: content creators need to stop comparing their work with that of total strangers. Furthermore, we need to stop seeing ourselves as content consumers and realize that, as producers, we need time and distance from what is already out there in order to create truly innovative work. If you are always exposing your mind to others’ work, when will you gain the strength to create your own? Find a balance between inspiration and creation, and make sure that the first is indeed inspiring. What might start as a journey to gather ideas can quickly become a shortcut to discouragement. Know when to stop.

American brewer Schlitz was a highly successful brand of beer in the United States, but it saw its sales tumble from 18 million barrels in 1974 to one million barrels in 1988 through sheer mismanagement.1 The American brewer underestimated the effect of reducing quality to gain cost savings. It accelerated its fermentation process, substituted corn syrup for the traditional barley malt and changed stabiliser. The consumer spotted these cost savings, and their perceptions of the brand’s quality fell. Heavy advertising expenditures and a return to the previous quality were in vain. The mindspace had been taken by competitors Miller and Anheuser-Busch, and could not easily be retaken. The once strong Schlitz brand was relegated to cheap beer status and became increasingly difficult to find in bars and restaurants, especially

Content sparks our connections with others, our own selves, and the world. What we decide to share is a powerful expression of where we stand and where we want to go. An essential part of the human spirit, this constant information sharing is what ultimately builds the bridges between us. Every image, text, sound, or video that you have released into the world carries a part of you that others can relate to. If actions reveal our priorities, the content we share explains them.

Human beings are complex information consumers: they have active needs, passions, and preferences. They lead different lifestyles — some that you will never be able to empathize with unless you dive deep in qualitative and quantitative data. And that is precisely the point of persona research.

You can practice your grumpy face a million times, you can make a dog surf, you can explode in laughter like Chewbacca mom, and still not “go viral”. You can, however, secure incredibly valuable exposure by spending more time on distribution.

I would love to tell you that being a content manager is easy. Straightforward. That you will be able to focus on what is most important and leave everything else aside. But a lot of it is learning to create something compelling in the middle of an absolute whirlwind. Learning to use a huge list of tools that need to be sharpened every day. It is about zooming out when you need big picture thinking, and zooming in when the details need to be ironed out. Managing content, business expectations, and human beings: all at once.

Scale yourself. Go beyond what you can do and what you know. Look at your content machine and make it work nonstop, seamlessly, and at scale with or without you.

Behavioral psychology is the science of pulling habits out of rats.   —Douglas Busch

‪Active assertive beats passive aggressive — any day of the week. ‬

Reagan never forgot the emotional impact of being at the wall. It was incomprehensible that in the decades following the fall of Nazi Germany, such a prison would be erected in the heart of Berlin, with the sole purpose of keeping an entire population of people under guard. The existence of the wall encapsulated his abhorrence of the Communist state. What kind of society, he wondered, can function only by trapping its citizens and forcing them into compliance? There could be no justification in ideology or necessity for such an abomination. Why was the Western world—and the United States!—so complicit in the continuation of this travesty? That wall should come down, he thought. He returned to the United States haunted by what he had experienced. By the third year of Carter’s presidency, it was becoming clear that there was going to be an opening for a strong contender. The professor and historian Andrew E. Busch captured Carter’s core dilemma well, writing that not only was he besieged by economic crises, but in his posture toward the Soviets “he became Teddy Roosevelt in reverse, speaking loudly and carrying a twig. An increasing majority of Americans thought Carter too small for the job.” If Carter had been elected in a post-Watergate cleansing, his moral authority was diminished by his failures of governance.

Subway restaurants agreed to remove the “yoga mat chemical” from their bread following a petition I started.1 Kraft decided to remove artificial food dyes from their kids’ mac and cheese products after I stormed their headquarters with over 200,000 petitions.2 Chick-fil-A’s chicken went antibiotic free following my meetings with them urging them to do so.3 Anheuser-Busch and Miller-Coors both agreed to publish their ingredients for the first time in history following another of my petitions.4 I was finishing up my first book, exposing the chemicals in our food, and it was slated to be out in a few short months. I had just published an investigation into Starbucks’ famous Pumpkin Spice Latte,5 calling them out for their use of “class IV” caramel coloring (a chemical linked to cancer).6 This piece went viral, with millions of views and shares (which ultimately led to Starbucks dropping this coloring from their drinks).

Die Selbstkritik hat viel für sich. Gesetzt den Fall, ich tadle mich; So hab' ich erstens den Gewinn, Daß ich so hübsch bescheiden bin; Zum zweiten denken sich die Leut, Der Mann ist lauter Redlichkeit; Auch schnapp' ich drittens diesen Bissen Vorweg den andern Kritiküssen; Und viertens hoff' ich außerdem Auf Widerspruch, der mir genehm. So kommt es denn zuletzt heraus, Daß ich ein ganz famoses Haus.

Follow-up Call (Script) Seller: “Hello Mr. Prospect, my name is Tom Freese, and I’m the regional manager for KnowledgeWare in Kansas City. I wanted to contact you about the CASE application development seminar we are hosting at IBM’s Regional Headquarters on August 26. Do you remember receiving the invitation we sent you? (Pause for a response) “Frankly, we are expecting a record turnout—over one hundred people, including development managers from Sprint, Hallmark Cards, Pepsi Co., Yellow Freight, Kansas Power & Light, the Federal Reserve Bank, Northwest Mutual Life, American Family Life, St. Luke’s Hospital, Anheuser-Busch, MasterCard, American Express, Worldspan, and United Airlines, just to name a few. “I wanted to follow up because we haven’t yet received an RSVP from your company, and I wanted to make sure you didn’t get left out.” Granted, this was a highly positioned approach, but it was also 100 percent accurate. I wanted prospects to know that IBM was endorsing this event. I also wanted to let them know that I expected “everyone else” to participate. I accomplished this by rattling off an impressive list of marquee company names that we were “expected” to attend. Most importantly, I wanted to make sure that they didn’t get left out.

paying attention to context and encouraging people to actively engage with risk.

This life was supposed to be about goodness and here we are, both in darkness, on opposite sides of a cage.

She didn't even notice that we nearly crash-landed atop two nude lesbians playing Scrabble.

Strong brands are an inside job. How your team feels about your brand is how everyone else will eventually feel too. It’s simple: there’s a limit to the amount of incoherence a brand can contain. Magnetic brands start inside. Make a conscious decision to build a culture, not a show. How you do internal things is how you do everything.

I must look surprised, because the children all ask, “What?” “Tessie had kittens,” I say, and they look more confused. “Tessie is a dog,” Ashley says. “You’re right,” I say. And then in the morning, as though everyone but me got the memo, the kids show up to breakfast dressed normally and Nate announces we’re going to Busch Gardens. I’m the last to know.

La proximidad de la prelatura con esas figuras ascendentes y controvertidas de la derecha católica resultaba evidente en una placa que honraba a los mayores donantes de la «Campaña San José Constructor» en la gran reapertura del Centro de Información Católica tras su lujosa remodelación en septiembre de 2022. Entre los mayores donantes, el llamado círculo de san Josemaría, se encontraban Leonard y Sally Leo, así como el Instituto Napa de Busch y Greg Mueller, el socio de Leo.

For me, it’s an honor that Americans are attacking me,” Francis later told reporters aboard the papal aircraft, when asked about the “Red Hat Report” and the involvement of Tim Busch.

Hij heeft haar voorzien van alles waarbij hij zich thuis voelt. Bach, Beethoven, Brecht, Busch, Chopin, Eisler, Giotto, Goy, Grünewald, Hacks, Kafka, Lenin, Thomas Mann, Marx, Mozart, Neher, Steinberg, Verdi, Robert Walser. In alfabetische volgorde. Orde is angst voor wanorde. Dus angst.

My father feared both the insignificance of his prose and death. One not more than the other. It is the living task of every artist to suffer the constant premonition of death while drawing plans for immortality. In his first letter to me as a freshman at Vassar, and the first time that he had needed to write me a letter, he wrote of the passing of a friend of his. A writer. His letter ends: “Time gets so precious. Death is a bastard of an enemy. Fuck it, kid. Let’s live forever.

For all Cooper’s fame and success, he was as insecure as anyone in Hollywood, where you were judged not by your body of work but by what you had done lately. He was a contract player, part of a studio system that, in effect, owned him. Don’t do the part, and I’ll sue you, Sam Goldwyn told Cooper. William Wyler—who had his own conflicts as a contract director working for Goldwyn—was assigned to The Westerner. The director saw the humor and the fun of pitting Cooper against Brennan—especially when Niven Busch rewrote the script not only to build up Cooper’s role, but also to exploit a sentimental vulnerability in Bean, who is besotted with the English actress Lily Langtry. Cooper, as Cole Harden, sentenced to hang, tricks Bean into believing that the cowboy knows the stage star and can arrange for Bean to meet her. Thus Harden delays his hanging and embarks on a trip with the credulous judge to accost his idol. Watching the wizened old judge become giddy over the very idea of sharing a moment with his beloved Lily turns The Westerner into a powerfully amusing take on how a devotion to stardom can overcome even the hardest case. It would all be such fun, Wyler assured Cooper.

in one comic scene, Brennan and Cooper share the same bed, with Brennan’s arm, at one point, draped over Cooper’s. It is tempting to see Lillian Hellman’s hand in such scenes, since she was assigned to do rewrites of Busch’s script. She specialized in the sexual ambiguity of the ménage à trois, as in These Three (1936), a Goldwyn production that featured two schoolteachers in love with the same man. In The Westerner, it is the off-screen Langtry who links Brennan and Cooper. Her aura envelops Harden and dazzles Bean, especially since Bean has to work overtime to pry out of the laconic Harden luscious details the judge slavers over. Accompanied by Brennan’s moist patter, Cooper dryly doles out his delicacies, including a lock of Langtry’s hair (actually taken from the daughter of a homesteader who has fallen in love with Harden). During the Lux Radio Theatre production of The Westerner (broadcast September 23, 1940), Cooper’s droll delivery evoked more laughter than Brennan’s stridency.

Tobias Brewers and Maltsters Collection, located at the Western Historical Manuscripts Collection at

the Riverfront Times, and the books Making Friends Is Our Business, by Roland Krebs and Percy J. Orthwein; Under the Influence, by former Post-Dispatch reporters Peter Hernon and Terry Ganey; October 1964, by David Halberstam; and Dethroning the King, by former Financial Times reporter Julie MacIntosh. PROLOGUE: “AUGUST IS NOT FEELING WELL

It’s been you all along, and it’ll be you all the way. Learn to play up your strengths, embrace your flaws, and pursue your passions. Be gentle when your mind, body, or soul are tired. Value your time and surround yourself with those who do too. Above all, give your dreams the same respect you grant to others’. This is the starting point of all great brand builders: self-empathy.

For two months, between the crash of Lehman and the end of negotiations, we were really anxious,” recalled Brito. “Things were out of our hands and nobody knew where the world was going... We announced the transaction in one world and signed the contract to buy it in another... Some of the banks in our consortium almost disappeared... It was as though we had entered a tunnel and, somehow or other, had to get to the other end – only by the other end, it had suddenly started to rain. What could you do? Begin to think of a plan B, a plan C, on other ways of financing...

In the United States, most boards are benign, and the power resides primarily with the chief executive; boards tend to only become significant when it comes time to replace a failing CEO. The AB Inbev board, however, is the primary power center in the company. It exemplifies that boards can play a central role in setting BHAGs, developing strategy, sustaining culture, seizing opportunities and leading through tumultuous times. Without such a strong and unified board, AB Inbev would not have come through the 2008-09 challenges as strong as it did (and perhaps even not at all). The AB Inbev board pays constant attention to its own culture, disciplines and vibrancy, with as much fanatic attention as building and preserving the management culture of the company. Most important, it makes decisions and allocates capital for long-term shareholder value, measured in multiple decades, not in terms of quarterly moments. If more boards behaved this way, we would have better performing enterprises and lasting companies.

A brand is the unique story that consumers recall when they think of you. This story associates your product with their personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Your brand is represented by your visual symbols and feeds from multiple conversations where you must participate strategically.