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How brand purpose helps the bottom line Social and environmental purpose can be a powerful tool for a brand - Mariella Menato explains why it s not just good for reputation and marketing, but for the bottom line too. Mariella Menato Denomination Brand purpose is the topic ‘de jour’ as a means for marketers to engage consumers with relevant and meaningful brand behaviour. However, it is not only the consumer that stands to benefit from a brand’s commitment to social purpose. Its impact can stretch to its employees, the planet and the company’s bottom line. Let’s start with people. From the growers to the makers to the sellers: without people the brands we love would cease to exist. People want to feel good about the work they do, and so enticing the best and brightest to come and work with you, harbouring a positive culture and work environment, and inspiring the future leaders of our industry, is a much easier task for those businesses that champion ....
Kaitlyn Stewart on opening a bar during Covid-19 5th February, 2021 by Owen Bellwood Former Diageo World Class winner Kaitlyn Stewart has had a challenging time opening her new bar in Vancouver during the pandemic. But despite the struggles it has been worth the extra effort. Kaitlyn Stewart hopes to open more venues in the future This feature was originally published in the October 2020 issue of The Spirits Business In recent years, the winners of Diageo World Class have grown beyond the classic debonair style of a five‐star hotel bartender. Instead, champions have represented the eclectic personalities across the bartending community. ....