Building a Consumer Brand from Scratch - Cobra Beer

At the end of October several hundred managers descended on the Queens Hotel in Leeds for the Institute's first National Convention. It was a very intensive two days with 41 workshop options, a formal dinner, breakfast sessions and three keynote speeches, not to mention the now ubiquitous 'networking opportunities'. The highlight, however, was surely the keynote speech from Karan Bilimoria, founder and CEO of Cobra Beer, whose insightful talk is reported in this article.