Diageo on what it learnt about purpose after ‘misdiagnosing’ Baileys
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
The concept of purpose is in danger of becoming disconnected from what brands and companies actually do, according to two senior marketers.
“We think of purpose as the reason that a brand exists,” explained Diageo global head of beer, Baileys and Smirnoff Mark Sandys, speaking at the Festival of Marketing: The Year Ahead.
