TITLE

The leaders of the pack

AUTHOR(S)
Jones, Morag Cuddeford
PUB. DATE
February 2004
SOURCE
Brand Strategy;Feb2004, Issue 179, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
12283888

 

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