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| Feature | Traditional Approach | The Diageo Way | | :--- | :--- | :--- | | | Demographics (Age/Gender) | Passion Points & Cultural Moments | | Media | Paid Dominance | Earned Dominance (Culture at Scale) | | Product | Volume Growth | Value Growth (Premiumization) | | Innovation | Line Extensions | Category Creation | | Data | Post-Campaign Analysis | Real-time Optimization & ROI Modeling |

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