CASE STUDY: Turning a brand Into a destination

CASE STUDY: Turning a brand Into a destination

01 May 2019, 13:55 - 14:25

Store Design & Experience Stage
Language:
English

This session will divulge how the world’s best-selling whisky – Johnnie Walker–  is using physical retail to support its ambition to become the most desired, enjoyed and talked-about whisky in the world; highlighting examples from the first global flagship for Johnnie Walker recently opened in Madrid and parent company Diageo’s ambitious £150m Scotch whisky tourism investment program. It will also explore ideas on how to circumvent internal obstacles and turn organizational doubt (“But we don’t know retail”) into a powerful advantage.

  • Making customer participation contagious
  • Transforming category and brand perceptions
  • Amplifying brand humanity, authenticity and vibrancy
  • Balancing commercial and brand success objectives

Contributors

  • Greg Klingaman

    Speaker

    Global Reserve Retail Director

    Diageo

    Greg is Global Reserve Retail Director at Diageo, where D2C retail and brand home development is an integral part of an evolving experiential...

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