Our Guest on Episode 25 of Business Breakfast TV is brand creator, author & speaker, David Gluckman on “Creative Cojones. How large corporations can operate like agile start-ups. Because we did.”
In his talk, David Gluckman takes a retro look at his 36 year brand development consultancy with a company that started life (for him) as IDV in 1969 and ended up as Diageo, the world’s largest drinks company.
His decades-long stint provided the opportunity to fail as well as to succeed; to understand how to manage brand development on a global scale; and how to find the most successful pathways for new ideas through an international organisation.
His talk demystifies a process that is often portrayed with ‘rocket science complexity’. He talks about practices that saved time and enormous amounts of money. And he offers a template that any large corporation can adopt.
His list of brands includes Baileys Irish Cream, Sheridan’s, Le Piat d’Or, The Singleton, Aqua Libra, Purdey’s, Smirnoff Black, Ciroc, and Tanqueray Ten.
His experiences are chronicled in his first book “That s*it will never sell!” published by Prideaux Press. It is an anecdotal history of the brands he helped create, winners, losers, and some that never even made it onto the drawing board. His book is available on Amazon or via his website here.
