ICA SBA 17: Tracy Lauer, Historian & Chief Storyteller at Budweiser (Anheuser-Busch)

Tracy Lauer, Historian & Chief Storyteller at Budweiser (Anheuser-Busch) talks about the brewery giant’s use of historical material. And how her boss told her to put “Chief Storyteller” on her business card.

Anders Sjöman

12 May. 2017

In this presentation from the ICA SBA 17 in Stockholm, Tracy Lauer, Historian & Chief Storyteller at Budweiser (Anheuser-Busch) talks about the brewery giant’s use of historical material. And how her boss told her to put “Chief Storyteller” on her business card.

Here are the slides that Tracy uses in the video:

Here's some more reading about how Budweiser uses its own corporate heritage for future development:

Article: In 2015, Anheuser-Busch brought back a 130-year old beer.
Article: Budweiser’s Super Bowl ad is about its immigrant founder

Photos from Tracy's presentation:

About the ICA SBA conference
The ICA SBA conference is an annual conference for business archives, organized by the International Council on Archives’ (ICA) Section on Business Archives (SBA). The April 2017-edition was organized by the Centre for Business History in Stockholm.

See all films and presentations from the conference here.

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