Diageo’s playbook for global marketers
Andrew GeogheganWhile the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
While the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
The new rules around harmful gender stereotypes have caused brands to rethink how they portray gender in advertising and look more closely at the make-up of their own teams, says Diageo’s Andrew Geoghegan
There are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.
Brands need to rethink how they fit into consumers’ lives, whether that’s online of offline, to ensure the audience always comes first.
The end of the year often sparks marketers to look ahead, but to ensure they come up with future plans that lead to growth they need to make sure they are getting the best out of their teams.
Beneath consumers’ interest in all things ‘craft’ is a desire for brands to be authentic, which means it’s less about the size of the business and more about being seen as trustworthy.