Insights that bring brands A.L.I.V.E.: The challenge of generating and leveraging insights the Pernod Ricard way
Nathalie de Rochechouart, Kim Gaspar, Florence Rainsard and Mark WhitingPernod Ricard and Added Value
Introduction
The paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard. The resulting five-step process, known as A.L.I.V.E., was framed and executed in the humanistic and entrepreneurial spirit of Pernod Ricard's way of building "passion brands" (living brands), where deeper connections with consumers and generating...