Cognosis Consulting
Ignite
Breakfast Briefing Output
"The Drambuie Story: Back from the Brink"
27th May 2010, London
Perhaps one of the most daunting challenges a leader can face is how to transform a tired brand which is in decline. When Phil Parnell became CEO of Drambuie in 2005, he was faced with the challenge to rediscover, revitalise and relaunch the brand to a new generation of consumers around the world.
Phil Parnell, CEO of Drambuie, joined us on the 27th of May to share his experience of how he and his team transformed the Drambuie brand.
Guest Speaker Presentation
Cognosis worked with the Drambuie team to build the brand repositioning market strategy and the critical On Trade focus. The programme continues today with a new energy from distributors yielding dramatic results in several major markets and a management team inspired with new enthusiasm and confidence.
Listen to extracts of Phil’s presentation
Phil’s presentation looked at how they helped turn around a company with declining sales and a leadership team that lacked motivation. Their aim was “to revitalise the core Drambuie brand, thereby restoring financial stability to the company and generating dramatic growth in shareholder value.”
This was done by re-establishing core brand growth in key markets and prioritizing potential growth markets, as well as making sure that the brand strategy was clearly and consistently communicated. The Drambuie team embraced the Whole-Minded approach engaging both heart and minds and created a strategy that the whole team believed in and was committed to.
For further information on future events please contact marketing@cognosis.co.uk
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