The Importance of Understanding the Brand's DNA

I didn't know that the quality of bad matching the quality of the beer, which I suppose he's pulling on two of the four P's at the same time. So why does it matter that you as a marketer and your team in GB and indeed the rest of the world understand the DNA of a product and a brand? Well, what's really interesting about the points that Gwen made around the brands DNA and particularly the values of power goodness and communion, is they're really critical to our brand distinctiveness. Guinness as a brand in GB is the number one most distinctive beer brand. And there's actually the number five most distinctive brand out of all brands in GB and after Uber