How failure inspires brand building at Diageo

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...