Jack Daniel's: How an iconic American brand is 'going global'
Geoffrey PrecourtWarc
Two-and-a-half years ago, Jack Daniel's marketing ecosystem operated with a number of local, independent regional operations - many of which were motivated to do a lot more than to keep the product on shelves.
With its iconic white-on-black label providing instant recognition in some 130 countries, the idea of a formal advertising program may have seemed overkill.
That changed with a new direction in corporate oversight. While parent Brown-Forman (BF) had no reason to be concerned with the bourbon whiskey brand's performance - "Sales of...