How Diageo keeps its power brands on top

Brian Carruthers

Most consumers don't care about brands and even power brands, which one might think had some advantages in this regard, have to work hard to recruit new customers and stay in the forefront of people's minds. "Anyone remember Haig whisky?" Ed Pillkington, Diageo's marketing and innovation director for Western Europe, asked an audience at Marketing Week Live, an event held in London in June 2014.

UK readers of a certain age may remember the tagline "Don't be vague, ask for Haig" which helped make that whisky one of the power brands of its day, back in the 1950s. But, said Pilkington, I doubt if we even sell one bottle a year now: neglect a brand and it can drift from sight, fade and die.

Image soured from Historyworld