Diddy's goal is to turn [Diageo's] Ciroc into the top luxury vodka brand.
"I'll be taking the lead on all the things traditionally a CMO or a brand manager would do, just doing them my way. Marketing in a way that is truly unique."
Now your humble blogger has done seen about everything, except elephants flying.
Good luck with that Puff.
It's times like these that make me glad I'm not a vodka drinker.
Now, before you think I'm hating, realize that I work in this industry, and I know some truly brilliant, rock-solid, innovative people who are real brand managers and strategists.
You have to be steeped in this business to truly succeed.
A comment attached to this article sums up my feelings better than I can express: "[B]ut its unfortunate that he [Diddy], and Russel Simmons (sic) before him can call themselves brand managers they ARE brands themselves!"
Amen to that.
Diddy isn't going to be a CMO... he's just another celebrity endorser, with maybe some veto power.
Please let's dispense with this notion that he's going to reinvent brand-building; it's difficult to do properly, and not the kind of thing a part-timer can be very good at.