A New Class of Asset

Prophet, May 20, 2009 — What is a brand and when does it become an asset? In this article, we discuss the history of brand valuation.

Diageo Serves Up New Campaign Aimed at Shoppers†

As People Drink More at Home, Liquor Giant Focuses on In-Store Displays for Chilled Beer and Teaching Novices to Mix Cocktails

Wall Street Journal, April 7, 2009 — With people going out less often amid the recession and drinking more at home, Diageo is adding a twist to its marketing.

The company, whose brands include Johnnie Walker scotch and Guinness beer, is developing in-store displays to encourage shoppers to buy more of its products in supermarkets and liquor stores. Central to its approach is a plan to roll out big refrigeration units so stores can sell their beer chilled.

Baileys Orders Up JWT Campaign for the Holidays†

The Old 'Serve Chilled' Slogan Didn't Translate, Leading Diageo to Shop Around -- and Pass on 'Hot Shop' Boutiques

Wall Street Journal, November 25, 2008 — Wine-and-spirits giant Diageo passed on two of the world's hottest ad agencies last spring to hire a Madison Avenue stalwart, JWT, to advertise its Baileys liqueur. Starting with Thanksgiving, JWT will try to prove it was the right decision.