Agency: Citigate Smarts | Author: Diane Lurie |
Bowmore
Shifting the Balance of Power
INTRODUCTION: LET'S HEAR IT FOR BOWMORE
Bowmore Islay Single Malt stood up for brand value in a market that was prostituting itself.
Morrison Bowmore had developed a business strategy of building the brand and increasing its value, and was determined to see it through, despite the fact that powerful competitors were diverting serious monies from abovetheline to fund their discounting, and despite pressure from the multiples for Bowmore to discount at the same level.
Bowmore needed the multiples because it wanted to build volume and share...