“Don’t think about consumer needs in terms of product categories, but rather in terms of consumer experiences.”
“The DIAGEO marketing organization is structured around the following consumer experience segments:
•Release
•Affiliation
•Contentment
•Discernment
•Status
•Independence”
“Good marketers must value the child inside – play, be spontaneous and dream.”
James Thompson, Vice President of Marketing DIAGEO (formally Guinness), Advertising Age Marketing 100 Honoree
Sponsored By: Brand Aid
