Diageo has announce the releasing of its brand ambassadors in the pas t weeks. This is a major
shift in the way Diageo is going to be marketing its spirits. This is a huge shift from how things have been done for many years. These days the bottom line profits have been shrinking and the investors are getting nervous. This can lead to the investors looking for different opportunities.
"Organizational pressure is constantly put on organizations to justify
expenses, and in a publicly traded company such as Diageo, they have a
fiduciary responsibility to keep the bottom line tight for their investors.
So the idea of KPI's (Key Performance Indicators) were put in place for
brand ambassadors in order to justify the expense of them. But the problem of
KPI's is that they only rationalize expense spending, they do not touch the top
line. An informal survey of KPI's across the spectrum turned up a wide range of
targets, even down to getting one’s expenses in on time and posting on social
media. Really? When there’s a blip in the overall revenues of a company, the
executives get nervous and if it trends, they immediately go after the bottom
line. Departments are ordered to tighten up, cut expenses, lay off people if
you have to until things get rosy again. When one Instagram entry can reach
1000 times of what one seminar can do, it doesn’t take long for upper management to
start seeing each person in the field differently."
"My best goes to all the currently out-of-work members of the Masters
of Whiskey program: if you have contacts and value, you’ll find work again in
the industry. If not, it’s a big
wonderful world out there waiting for you to try something different. But one proviso: don’t get burned a second
time. This was your and everyone else’s
wake-up call and it is one that I believe will continue to ring well into the
Read More at https://www.alcoholprofessor.com/blog/2016/08/16/the-rise-and-fall-of-the-brand-ambassador/