By Seb Joseph

Diageo readily accepts its brands exist in a world where recruiting fans is harder than it has ever been but through Baileys its learning how to have a cultural significance that goes beyond product benefits.

The liqueur is thinking less about being a brand unto itself but rather how it could exist with other brands like the Women’s Prize for Fiction. It’s a collaborative approach to becoming iconic that Baileys is using to frame its transformation into a brand that’s comfortable with the reality that people don’t care about it as much as it does and determined to align itself to Read full story ›

Source: The Drum