In the CEO Afterlife
DECEMBER 11, 2011
by John • December 11, 2011 • Branding , Leadership , Marketing , Strategy • 1 Comment. Campbell’s happens to be profitable but they’ve been trying to fix their weakening soup franchise for the past 15 years. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. Human Resources.
In the CEO Afterlife
DECEMBER 31, 2011
You’re Not a Real Marketer until You Create a Brand [link]. Brand Managers inherit brands and manage existing franchises. My beef is with the way the particular corporation’s guiding principle is expressed; it is generally verbose, convoluted and incapable of resonating with employees or inspiring them.
In the CEO Afterlife
MARCH 18, 2015
They’ve never franchised. Simplicity is the culture; it is the cornerstone of customer service – even extends to geographies. They’ve been in business since 1948 and 80% of their 290 outlets are in California. never wanted to expand to 50 states. and going public? Now for the kicker.
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