Diageo’s playbook for global marketers

If you speak to brand consultants or listen to commentators, you might be forgiven for thinking the global brand is dead. The perceived threat of small, local brands is palpable in those conversations. The promise of a borderless world seems to have failed, with seemingly irreconcilable differences flaring up in divided societies from east to west. It now seems an impossible conundrum for marketers of global brands to know how to connect to such disparate audiences.
And yet if you look at eviden