ABSTRACT
Paul Walsh, Diageo's 1 chief executive officer, has said, “We're proud of our brands. We want Diageo's marketing and promotional activities to be recognized as the best in the world. That means demanding great results for our brands.” He has, however, added, “but doing so in a way which sets the industry standards for responsible marketing.” This last part is becoming a mantra in Diageo, which believes that responsible marketing is good business practice. Marketing is an understanding of what motivates a person to consume and buy, and of when that person consumes and buys. Consumer insight is the deep understanding of the values, attitudes, and preferences that motivate the current and future behavior of a brand's key target group. Marketing is about trying to generate a consumer insight and then leveraging it. It is about finding out what the trend is and then understanding how it can be utilized. Marketing never creates trends. The consumer insights are researched to see how they play out in different markets to assess the value that each one can create. At the heart of it all is consumer insight, and great marketing is based on consumer insight brand-building programs. Behind a piece of advertising, behind a piece of public relations (PR), behind a piece of sponsorship, there is a consumer insight.
