We’re excited to have Paul M. Taylor, Consumer Planning Director at Diageo, join us at PSFK Conference NYC 2009. He will be speaking on our “Brand New Rules” panel where he will discuss the new rules needed to govern the behavior of brands in a world increasingly defined by changing social, cultural, technological and economic forces. He will be joined on the panel by Doug Jaeger (thehappycorp), Maria Vranchnos (Peep Insights), and Paul Worthington (Wolff Olins).
First, who are you and what do you do?
I’m Paul Taylor and I’m a Consumer Planning Director at Diageo. I’m currently working on our vodka portfolio – Ciroc, Ketel One and Smirnoff. Before this I was an ad agency Account Planner. And before that, brand consulting. Outside work, I’m preparing for fatherhood – we’re expecting our first child in August – which is changing my view of, well…everything really.
You’ll be sharing your ideas on “Brand New Rules”. In one paragraph, can you explain what themes and ideas you hope to touch upon during the discussion?
Change has been a constant for the last 20 years – globalization, digital revolution, ecological awareness, an increasingly multicultural mainstream – and people have adapted to that change well. What’s different about our current economic change is that it is so sudden, so tumultuous and the short-term impact is so negative. People feel lost, angry and confused. Brands, I think, have become such a core part of society that they have an obligation to behave differently in this environment and to give back to the people who have made them so important. They can offer understanding (a genuine appreciation of many people’s current situation), certainty (a consistency of promise amid the turmoil) and even advocacy (lending a helping hand and actively supporting their customers).
5 sites that provide you with inspiration:
To hear more from Paul, get your ticket for PSFK Conference New York now.