27 years before the category had a name.
The 'Vibe Marketing' category took public shape between 2024 and 2025 through multiple voices: Andrej Karpathy with vibe coding as a matrix, Greg Isenberg, James Dickerson and Jordan Mix formalizing the movement, various practitioners contributing frameworks.
Believe Global doesn't claim authorship of the term. Believe claims methodology. What we now call Vibe Marketing —operating the brand as a system rather than as campaigns— Believe has been doing for 27 years across LATAM enterprise. It used to have other names. Now it has this one. The operation is the same.
What was missing weren't tools. What was missing was system. When that system gets named, taught, and installed — it stops being personal talent and becomes infrastructure. That system is MAAS™.
Jorge Beltrán Liévano · Founder · MAAS™ · 1998–2026
Believe Global installs Vibe Marketing as an operating system under the MAAS™ methodology. The premise is direct: what isn't measured doesn't improve; what isn't systematized doesn't repeat.
While the category takes public shape since 2024-2025 —Karpathy with vibe coding, Isenberg, Dickerson, Mix formalizing the movement, others contributing frameworks—, Believe has been operating exactly that for 27 years, before it had a name. Inevitable brands don't have better ideas. They have an architecture of perception, narrative, and growth that produces results in silence, for years. That architecture has an operational name: MAAS™.
MAAS organizes Vibe Marketing into 10 frameworks distributed in 3 phases that take 90 days with auditable ROI. Each framework operates a specific layer with its own proprietary metric and is transferred to the brand at close. Vibe Marketing is the category. MAAS is the system. Believe is where it gets installed.
Five operable layers.
Vibe Marketing organizes the brand into five layers. None is skipped. Skipping one is why your marketing doesn't scale.
Perception.
How you're seen before you say anything. Identity operated as data, not decoration.
Narrative.
What you say and why it matters. A story that sustains years of output, not a slogan that lasts a quarter.
Conversion.
How you close. Persuasion Design installed across every contact surface: web, ad, email, sales call.
Automation.
How you scale without losing voice. Loops that produce output without the founder watching.
Network.
How it sustains itself. Organic referral, editorial retention, partners. The brand grows through network density, not budget.
Not Growth. Not Performance.
Not traditional marketing.
Vibe Marketing operates above the existing disciplines. It contains them as layers. It doesn't replace them.
| Traditional marketing | Growth Marketing | Performance Marketing | Vibe Marketing | |
|---|---|---|---|---|
| Unit of work | Campaign | Experiment | Conversion | System |
| Horizon | Quarter | Sprint | Daily auction | Multi-year cohort |
| Primary metric | Awareness | CAC / LTV | ROAS | Systemic ROAS + editorial retention |
| When the operator leaves | Brand loses voice | Tests stop | Media shuts off | System keeps operating |
| Who operates it | Agency | Growth team | Trader / media buyer | The brand, after handover |
Vibe Marketing is installed under MAAS™.
MAAS is the operative methodology of Vibe Marketing. 10 proprietary frameworks, 3 phases, 90 days. Each framework operates a specific layer with its own proprietary metric and is transferred to the brand at close.
See the full method →What gets asked first.
What is Vibe Marketing?
Vibe Marketing is a category that took public shape between 2024 and 2025 to describe operating the brand as a system —not as a series of campaigns. Believe Global installs its operational version under MAAS™: five operable layers (perception, narrative, conversion, automation, network), 10 frameworks, 3 phases, 90 days, auditable ROI.
Who created Vibe Marketing?
The term 'Vibe Marketing' took public shape between 2024 and 2025 through multiple voices: Andrej Karpathy with vibe coding as a matrix; Greg Isenberg, James Dickerson and Jordan Mix formalizing the movement; other practitioners contributing frameworks. Believe Global doesn't claim authorship of the term — it claims methodology: MAAS™, the operating system that runs what we now call Vibe Marketing. The underlying methodology has been operating across LATAM enterprise brands for 27 years.
How is it different from Growth Marketing?
Growth Marketing optimizes acquisition tactics by experimenting across channels. Vibe Marketing installs the full system —perception, narrative, conversion, automation, network— under which those tactics operate. Growth is a layer; Vibe Marketing is the architecture.
How is it different from Performance Marketing?
Performance Marketing operates the daily paid-media auction. Vibe Marketing defines what's bought, why, with what narrative, and toward what cohort. Without Vibe Marketing, performance optimizes an auction over a brand that remains interchangeable.
What are the five layers?
Perception (how you're seen), Narrative (what you say), Conversion (how you close), Automation (how you scale), Network (how it sustains itself). They install in order and aren't skipped.
How is Vibe Marketing applied?
Through MAAS™ — Marketing as a System. 10 proprietary frameworks distributed across 3 phases of 30 days each. At close, the system is transferred to the brand so it operates without depending on the external operator.
How long does the installation take?
90 days. Three 30-day phases: diagnostic and core install, layer construction, loops and handover.
What kind of brand operates under Vibe Marketing?
Brands that already sell and suspect their ceiling isn't budget — it's system. It's not for brands that need urgent tactics or those looking for creative campaigns.
Is Believe = Vibe Marketing?
No. Vibe Marketing is a collective, recent category. Believe Global is the firm that operates the systemic version under MAAS™ — the oldest and most complete operating system for installing it in brands that already sell. The category exists without Believe; Believe exists to install it well.
Where do I start?
With a diagnostic. If your brand qualifies, it gets installed. If not, we say so. We don't sell campaigns to brands that don't need a system yet.
Three routes to understand the system.
What is Vibe Marketing?.
Origin of the term, the voices that articulated it, and Believe's operational definition.
Read the definition →COMPARISONVibe Marketing vs Growth Marketing.
Not rivals. They operate at different levels of the same problem. Operational table side by side.
See the comparison →PRINCIPLESThe five operable layers.
Perception, narrative, conversion, automation, network. What each does, what it measures, what fails when it's missing.
See the layers →If your brand already sells. and you want to know where the ceiling is.
We map three real levers of your marketing operation and tell you whether MAAS™ applies — or not. If it doesn't, we tell you why and who to turn to.
NEXT COHORT · Q3 2026 · 3 AVAILABLE