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Bravo to Diageo for sticking to their guns and continuing to follow the evidence based “The Long and Short of it” thinking of Les Binet and Peter Field. I can drink to that. Cheers.
“But to be clear, we are focused on doing this the right way: winning high-quality market share. We are not interested in gaining ‘short-term’ share if it comes at the cost of brand equity driven by significant price promotions. We manage our business for the long-term.”
“We deploy marketing investment in a considered and disciplined way and target increases where we believe we will drive long-term sustainable growth and strong returns.” – Debra Crew, CEO, Diageo