Why it matters

As the state of play gets increasingly more complex for brands, marketers need to go back to the fundamentals and initiate a mindset shift that will enable to thrive. Diageo’s Stuart La Brooy shares how the beverage brand navigates the complexity.


  • Think people, not consumers: Take a piece of documentation ad replace the word ‘consumers’ with people and see whether it sparks a different kind of mindset. Do people really behave like that? If people don’t, consumers don’t either
  • Be Useful: Inferior products will not win. The important thing for marketers to consider is if their offerings are of value at all.
  • Think tribes and communities, not demographics – Increasingly, people of the same demographics have nothing in common.

Tech-fuelled complexity is making marketing lose its way, and the industry needs to change its mindset.