Diageo & Brand Innovation
Former Innovation Director at Diageo
inpractise.com/articles/diageo-brand-innovation
Published on April 12, 2020
Why is this interview interesting?
- The essence of brand innovation from a product and marketing standpoint
- How Diageo rolled out Johnnie Walker's premium Double Black line
- Diageo's 'Gate Process' to analyze potential brand innovation ideas
- How Coca-Cola approached innovation versus Diageo
- Traps young marketeers fall into when pitching brand innovation ideas
Diageo & Brand Innovation(April 1, 2020)
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Executive Bio
Alicia Garcia
Former Innovation Director at Diageo
Alicia has over 23 years experience in marketing and innovation for leading global brands. She started her career as a brand manager at P&G before joining Coca-Cola as Marketing Manager in Spain. Alicia then joined Diageo in 2003 as Marketing Director for J&B, a global leading scotch brand, before being promoted to Innovation Director where she spent 7 years leading Diageo’s European Innovation agenda. Alicia is now Associate Professor at IE Business School where she teaches Integrated Marketing Communications.
Interview Transcript
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