In a world full of broken paradigms, innovation and thinking outside the box, I had a dig into my memory bank about all the work I did over the past 50 years.
My conclusion? All the best ideas came from INSIDE THE BOX : digging through the data, worrying 24/7, and keeping every good idea I ever heard resting in my head.
Common sense over lateral thinking.
BAILEYS happened because of prior experience on Kerrygold butter; CIROC because someone in Tblisi said that Georgians back in the day made vodka out of grapes.
Have a look inside the box at my book which you can preview and order HERE
#branddevelopment #drinksbrands #ideas #innovation