From scotch whisky to alcohol-free start-ups, Racheal Vaughan Jones (below) has built a career on challenging convention. Now CMO at UK-based scotch business Compass Box, she’s learned what it takes to make drinks brands stand out.
Creativity beats cashIf there’s one thing Vaughan Jones believes sets great brands apart, it’s imagination. “You’re never going to be able to outspend the bigger brands,” she says. “The only way you’ll get cut-through is by using creativity as the multiplier.”It’s a philosophy that’s become a co
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- AB InBev
- Bacardi
- Campari Group
- Diageo
- Moët Hennessy
- Pernod Ricard
- Proximo Spirits
- Suntory Global Spirits
- William Grant & Sons
