Diageo Way of Brand Building (DWBB) is a comprehensive internal framework and training program designed to create a "common language" and consistent marketing methodology across the company's global portfolio. Since its inception in 1999, it has evolved into a pivotal strategy for developing iconic brands like Johnnie Walker, Guinness, and Smirnoff. InPractise Core Principles of DWBB
If you find a 47-page PDF claiming to be the exact internal DWBB handbook, be skeptical. The real document is updated annually. The core principles (Consumer is Boss, Demand Pyramid, 60/30/10 split) remain static, but the digital playbooks change monthly. diageo way of brand building pdf
In recent years, Diageo has evolved DWBB to include "next-generation" tools for a digital-first environment: Consumer Choice Framework Diageo Way of Brand Building (DWBB) is a
The information contained in this document is not exhaustive and may need to be updated. The real document is updated annually
The DWBB Rule: You cannot build the top without shoring up the base.