UK: HELLER ON MANAGEMENT - GUINNESS'S 'BRAND NEW' STRATEGY.

UK: HELLER ON MANAGEMENT - GUINNESS'S 'BRAND NEW' STRATEGY. - There is a sense of deja vu about Guinness's game plan of 'enhancing brand value', says Robert Heller. But unless brand appreciation is central to management thinking, the same mistakes will o

There is a sense of deja vu about Guinness's game plan of 'enhancing brand value', says Robert Heller. But unless brand appreciation is central to management thinking, the same mistakes will occur again.

Managers seldom admit to correcting their own mistakes, as opposed to those of their predecessors. Perhaps the greatest oddity of the self-flagellation at Guinness is that the sitting tenants, in proclaiming their new game plan of 'enhancing brand value', are returning to the same strategy which worked wonders for them before.

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