What is Vibe Marketing?
Vibe Marketing is cultural vocabulary — it describes the observable effect of operating a brand with system instead of with scattered campaigns. The term took public shape between 2024 and 2025. The real operational category is MAAS™ — the brand operating system Believe Global has been building for 27 years under the Neuronarrative Marketing™ methodology.
An operational definition, not philosophical.
Vibe Marketing is the cultural name for the effect. The system that produces it is MAAS™ — the operable architecture of perception, narrative, conversion, automation, and network. All installable, all measurable, all transferable to the brand.
Where traditional marketing operates by campaign (projects with start and end), MAAS operates by system (layers that produce continuous output for years). The difference isn't aesthetic. It's structural. When that system works, the market describes it with one word: vibe.
Believe Global installs MAAS under the Neuronarrative Marketing™ methodology: 10 frameworks distributed across 3 phases that take 180 days with auditable ROI. The brand operates the system at close — not Believe, not the agency.
How the term took shape.
The verifiable cultural antecedent is just one:
Andrej Karpathy (OpenAI co-founder) named 'vibe coding' in February 2025 — a mental model where the human gives creative direction and the machine executes the details. That was the moment the 'vibe X' language entered the public vocabulary for naming ways of operating.
Vibe Marketing is that same language applied to marketing: the name the market uses to describe the observable effect when a brand operates as a system. There is no documented single creator of the term — it circulates as a cultural derivative without single authorship.
Jorge Beltrán Liévano doesn't claim authorship of the term. He claims authorship of the system that produces the effect: MAAS™ (Marketing as a System) — operated across LATAM enterprise brands since 1998 — and of its methodology, Neuronarrative Marketing™. The distinction matters: the language 'Vibe Marketing' belongs to the market. The system and methodology behind it have an author.
Five operable layers.
MAAS organizes the brand into five layers. None is skipped. Skipping one is why marketing doesn't scale.
- 01PerceptionHow you're seen before you say anything.
- 02NarrativeWhat you say and why it matters.
- 03ConversionHow you close.
- 04AutomationHow you scale without losing voice.
- 05NetworkHow it sustains itself.
Direct questions.
Is Vibe Marketing the same as AI marketing?
No. AI is an execution tool, not a brand system. What produces the effect they call vibe is operating under MAAS™ — the brand operating system, with its own methodology (Neuronarrative Marketing™) — regardless of whether the execution uses AI or not. Believe has been operating it since 1998, long before generative AI was an option.
How recent is the term?
The term itself took public shape between February 2024 and mid-2025. But the real operational category — MAAS — goes back decades: Believe Global has been operating it since 1998 with hundreds of LATAM enterprise brands. What the market named only in 2025 is the effect. The system has been producing it for 27 years.
How is it different from Growth Marketing?
Growth Marketing optimizes tactics within the funnel. MAAS installs the full architecture under which those tactics operate. Growth is a layer; MAAS is the system. They can coexist — and should.
What kind of brand does it apply to?
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.
How does a brand get started?
With a 30-45 minute diagnostic. If the brand qualifies, MAAS gets installed in 180 days. If it doesn't qualify, Believe says so and suggests who to turn to.
MAAS is the category.
Neuronarrative Marketing™ is the methodology.
Believe is where it gets installed. Vibe Marketing is how it sounds.