Diageo Way Of Brand Building Pdf -

: Marketers must identify a "high-potential target" and understand how a brand can authentically weave into their lives rather than trying to appeal to everyone. Emotional & Functional Positioning

A brand must stand for something beyond the liquid in the bottle. The "soul" of the product. diageo way of brand building pdf

They use "Marketing Effectiveness" (ME) metrics. : Marketers must identify a "high-potential target" and

: How easily does the brand come to mind at the point of purchase? diageo way of brand building pdf

: Translating strategy into consistent physical and mental availability. The DWBB Toolkit: Key Frameworks

Moving beyond "Market Share" to win the battle for the mind.