Use rigorous data to find your target market and measure your success, but rely on deep emotional human insights to power your creative execution.
At its heart, the DWBB operates on a simple but profound premise:
| Feature | Traditional Approach | The Diageo Way | | :--- | :--- | :--- | | | Demographics (Age/Gender) | Passion Points & Cultural Moments | | Media | Paid Dominance | Earned Dominance (Culture at Scale) | | Product | Volume Growth | Value Growth (Premiumization) | | Innovation | Line Extensions | Category Creation | | Data | Post-Campaign Analysis | Real-time Optimization & ROI Modeling |
Every campaign must pass through the filter. In the PDF, this is a Venn diagram of:
Championing diversity and inclusion within creative advertisements. Utilizing sustainable, net-zero packaging. Summary for Marketers
What functional and emotional benefits does it promise the consumer? Step 3: Design the Total Brand Experience