100% marketing: the Diageo way of branding

The President of Global Marketing at Diageo argues that marketing departments still largely fail to prove their worth.

100% marketing

The Diageo way of branding

Rob MalcolmGuinessUDV

The corporate environment today is more concerned than ever before with performance. There is a keen focus on growth not flashinthepan growth, but profitable, sustainable, topline growth. The focus is on maximising total shareholder return, ruthless cost control, accountability, return on investment, factbased analysis, increasingly good governance and transparency about everything we do.

Our core stakeholders want consistency and predictability in the quality we offer. They want the delivery of promises. They don't like surprises. They want a higher degree of discipline, analytical rigour and, above all, a consistent...

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