Creating brand and business transformation: Awakening a sleeping giant

Explains how, in ten years, Gordon’s Distilled Gin, an alcoholic drinks brand, reversed its decline by discovering new insights and changing leadership behaviours in the UK.

Introduction

In 2008 in Great Britain, Gordon's Distilled Gin1, the largest gin brand, was facing a yearly decline circa -3%2. Today, it is growing at an amazing rate of +74%, which is faster than any other big, international gin brand3.

Turning around a long-term decline never happens by chance. We will demonstrate how applying four specific principles delivered this incredible commercial impact:

  1. Insightful consumer and category understanding;
  2. Crystal clear and concise strategy based on these insights;
  3. Inspiringly simple marketing principles that are easy to apply across markets;
  4. The leadership behaviours that galvanise the business...

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Insights Team
Bray Leino

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