How failure inspires brand building at Diageo

Stephen Whiteside

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Marketers often talk about the importance of learning from failure, but few brand custodians willingly discuss the specifics of their shortcomings, slip ups, and strategic snafus.

"We have all made bad work," Syl Saller, Chief Marketing & Innovation Officer at Diageo, the alcoholic-drinks manufacturer, reminded delegates at the 2017 Cannes Lions International Festival of Creativity.

Syl Saller, Chief Marketing & Innovation Officer, Diageo

"Why don't we talk about it more? I think the humility to say 'I blew it' is the hallmark of a great leader. I think it means that you care more about getting things right on...

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