In today’s competitive landscape, building a strong brand goes beyond visibility—it’s about creating meaningful, lasting connections with your audience.
This conversation explores Diageo’s approach to transform a legacy brand into one that resonates deeply with consumers, while maintaining relevance & distinctiveness.
Watch as Diageo Global Scotch Director John Williams & GALE Creative Managing Director Josh Braithwaite speak with Spiro Global President Jeff Stelmach about real-world strategies for:
- balancing heritage with innovation
- driving emotional engagement
- evolving brand perceptions.
If you’re navigating the challenges of staying relevant while preserving the heart of your brand, this session offers practical insights to help you move forward with confidence & impact.
Key points from the chat with Diageo at Cannes
00:00 – 10:00
- Discover the secret to transforming brand awareness into deep customer love & distinctiveness—crucial for standing out in competitive markets.
- Learn how a 160-year-old brand stays relevant and fresh while balancing legacy & innovation in today’s fast-paced environment.
- Unlock the strategies behind creating a “head snap moment” that captures attention and drives meaningful engagement with your audience.
10:00 – 20:00
- Explore the delicate balance of respecting a brand’s history while pushing boundaries—essential for modern brand transformations.
- Find out why partnerships are key to navigating the challenges of brand evolution, ensuring you achieve more than just survival, but true market leadership.
- Gain insights on managing the emotional highs & lows of reimagining greatness, with practical tips on pivoting when necessary.
20:00 – 30:00
- Uncover the approach to taking bold, calculated risks that result in transformational change—making your brand unforgettable.
- Hear firsthand the challenges & rewards of aligning brand identity with consumer expectations in a saturated market.
- Learn how to maintain the momentum of transformation through continuous innovation, ensuring your brand remains relevant & loved.
