The leaders of the pack

Jones, Morag Cuddeford
February 2004
Brand Strategy;Feb2004, Issue 179, p24
Trade Publication
Focuses on strategies for successful brand building. Remarks from Rob Malcolm, global president of brand, sales, and innovation at Diageo PLC, concerning the need for great brands to create a clear vision to attract consumers; Importance of the ability to clearly articulate a brand's aims and values; Extension of the brand without diluting, devaluing, or destroying the core proposition. INSETS: GURU BIOGRAPHIES;THE 22 IMMUTABLE LAWS.


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