From 1G Phones To The Scotch Palace- At

Via Media Post

From 1G Phones To The Scotch Palace- At Cannes: Diageo CMO On Brand Strategy

CANNES, FRANCE – During Monday’s Media Festival sessions, Diageo CMO Andy Fennell reminded attendees that despite all the rapid and rampant changes taking place with consumers and media technology, “the fundamentals of marketing still work.”

Noting that most of the “enterprise value” of his company is fundamentally about “people and the relationships they have with our brands,” which include Johnnie Walker, Smirnoff, and Guinness, he said, “The purchase decision is almost entirely emotional.”

Those brands have “sustained wars, fathom, social and political turmoil and more economic cycles than you can shake a stick at,” Fennell said, adding, that they’re all “still here” because those brands’ founders got their “fundamentals right.”
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