The iconic Irish stout is struggling to recruit younger drinkers as it seeks to fortify its sales. Guinness is revered for its innovative advertising. From the surfers to its evolution-bending executions, its campaigns have long delighted awards judges. However, the Diageo brand is fast learning that trophy-winning advertising does not necessarily translate into sales success. In the six months to December 2006, the drink's UK volume sales slumped by 7%, continuing a long-term downward spiral.
"Sustainable Branding: Five Steps to Gaining the Approval of the Environmentally Conscientious Consumer". "I'll admit it: I'm a sucker for a company that demonstrates it has a real soul." It was the opinion of just one individual in a focus group of beer drinkers I sat in on last year, but it inspired head nodding around the room. The moderator had posed the question, "Are a company's social and environmental values and practices a part of your purchasing decision?"
"Steve Hughes was appointed CEO for Celestial Seasonings in 1997 and served in this capacity until the company's sale to Hain was completed in May 2000. Today he is a director of the Cambridge Group". More often than not, talk of innovation relates solely to products. In my experience, such a phenomenon misses some of the most important elements of this critical business quality. I've learned that the most effective strategies
Talk about the moment of truth: Procter & Gamble Co. is preparing to give some $2 billion in retail-marketing funds a seat at the same table as advertising. The company is partially consolidating its marketing groups to put retail-marketing strategy under the same marketing directors who oversee brand teams instead of under the group that manages the sales force. Once the new system is introduced, general managers or marketing directors
The iconic Irish stout is struggling to recruit younger drinkers as it seeks to fortify its sales. Guinness is revered for its innovative advertising. From the surfers to its evolution-bending executions, its campaigns have long delighted awards judges. However, the Diageo brand is fast learning that trophy-winning advertising does not necessarily translate into sales success. In the six months to December 2006, the drink's UK volume sales slumped by 7%, continuing a long-term downward spiral.
"Sustainable Branding: Five Steps to Gaining the Approval of the Environmentally Conscientious Consumer". "I'll admit it: I'm a sucker for a company that demonstrates it has a real soul." It was the opinion of just one individual in a focus group of beer drinkers I sat in on last year, but it inspired head nodding around the room. The moderator had posed the question, "Are a company's social and environmental values and practices a part of your purchasing decision?"
"Steve Hughes was appointed CEO for Celestial Seasonings in 1997 and served in this capacity until the company's sale to Hain was completed in May 2000. Today he is a director of the Cambridge Group". More often than not, talk of innovation relates solely to products. In my experience, such a phenomenon misses some of the most important elements of this critical business quality. I've learned that the most effective strategies
Talk about the moment of truth: Procter & Gamble Co. is preparing to give some $2 billion in retail-marketing funds a seat at the same table as advertising. The company is partially consolidating its marketing groups to put retail-marketing strategy under the same marketing directors who oversee brand teams instead of under the group that manages the sales force. Once the new system is introduced, general managers or marketing directors
