Diageo Way of Brand Building

Of all the client trainings I’ve attended, I can honestly say that the Diageo Way of Brand Building is the best among the rest. It’s a 3 ½ day workshop where those who work in Diageo as well as on Diageo brands come together to learn about how the company builds brands. They must be doing something right because Guinness, Johnnie Walker, Smirnoff and Baileys are among some of their brands who are leaders in their categories.

From an agency’s perspective, I found the training to be beneficial as it give us an insight into the inner working of the client’s brand team and to understand why they work they way they do.

The waking up at 6.30am everyday and getting to the hotel by 8am was tough. And so was the shortened breaks where we had to down our coffees and stub out our half smoked cigarettes and actually run back into the seminar rooms ….. unless we want to stand up in front of everyone and sing a song. I guess that penalty worked cos most people were punctual if not way ahead of time for all of the meetings and break out sessions.

And of course the product training part of the course was excellent.

The Johnnie Walker session was best since we got to sample the red, black, green, gold AND blue label. Yummy.

And this is how the room looked liked when we left for the evening.