FOOD & DRINK
21 distillery tours . Additionally , as a sponsor of the Kentucky Derby , Brown-Forman says it can use a balance of marketing and data analytics to track whether event promotions have been effective and to forecast the success of its future campaigns . This , in turn , helps marketing dollars go further and increases brand awareness .
The biggest tool for marketing , though , is undoubtedly Brown-Forman ’ s team . With a 4,600-strong workforce worldwide , teams are not only seen as employees but are also viewed as brand ambassadors . “ We look at every employee as a tremendous brand builder ,” observes Nall . “ We want our consumers to know the stories behind Brown-Forman . We want them to engage with us so that we can tell them about Old Forester , the first bottled bourbon . We want them to understand our recipes so that they can create the perfect Manhattan . I think that ’ s the real benefit for the consumer : they get this information and it ’ s digestible .
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