Development Of A New Brand Concept

Means-end approach applied to consumer insight

Ronald Renkema
Diageo Netherlands
Carlos Zwikker
IPM International

Introduction

One of the main issues surrounding consumer insight is how to bring this into the organisation, to the forefront of the business, to immerse each and every organisational functionality with a feeling for the consumer, and to empower the marketer. This 'how?' relates to the new role of the company researcher and to the way agencies can and must facilitate this new role.

At Diageo, Consumer Insight is at the heart of the organisation. Tools, processes, ways of working (like the Diageo Way of Brand Building DWBB) and systems have been developed around it.