What is the purpose of brand purpose for Diageo?

What does the world’s biggest drinks producer do when the purpose it has spent years nurturing in its brands is challenged now the only certainty for people is uncertainty post Brexit, post Trump, post truth?
By accepting that cultural marketing as we know it is about authenticity and “almost not advertising,” answers Leila Fataar, Diageo’s first head of culture and entertainment at the end of her first year in the role. It’s a timely observation off the back o