Can it possibly be true? InBev has had such a long culture of cost cutting and leveraging brands (Stella becoming the "wife beater", Brahma's epic fail in the U.S., etc.) that it defies gravity to think otherwise. AB InBev is most associated with its infamous Zero Based Budgeting and a lean way of operating with stories that have become legion: using both sides of paper, taking the stairs, flying Southwest, and sharing desks -- these things tend to drive away creative types that might have the talents to build brands.