The fact consumers have fallen back in love with gin shows categories can evolve quickly, but it’s important to understand and respond to emerging trends as well as what people are interested in right now.
It’s impossible to know everything, but what we do know should help us plan ahead, which is all the more important in uncertain times.
Collaboration is critical in business but central to its success is connection.
People have different relationships with risk, but most businesses would be better off if they freed staff from the fear of failure and encouraged experimentation.
Brands need to deliver quality across everything they do, it is then marketers’ job to share the core product messages as part of a compelling narrative.
Brands need in-house expertise to keep pace with rapidly changing fields such as media, data and technology. The solution isn’t more brand managers but specialists with deep knowledge, says Diageo’s European marketing and innovation director, Ed Pilkington.
Ed Pilkington, Diageo marketing and innovation director, Western Europe, on why it’s more important than ever for marketers to tap into culture.
Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective. […]
Marketers looking to expand their brands globally face the same challenge – achieving cultural relevance while delivering scale, efficiency and shareholder returns.
The Oxford English dictionary defines an experience as “an event or occurrence which leaves an impression on someone”. What we experience is more memorable than something we simply see or hear because it taps into our human senses and we feel it.
A brand’s longevity is dependent on its ability to tell a great story
BESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy Albert Einstein once said: “The definition of insanity is repeating the same behaviours and expecting a different outcome.”