Putting Your Brand Champions at the Center of Everything

October 16, 2014

Executive Summary

Placing the brand champion at the center of every business decision is not a new idea, but brands that live by this credo are able to find new ways to grow. At General Mills, marketers are charged with finding brand purpose and putting their brand champions at the center of everything they do. Mark W. Addicks, senior vice president and chief marketing officer at General Mills Inc., shared examples of how brands like Cheerios and Betty Crocker have used purpose and real consumer relationships drive relevancy and growth.



Source

"Putting Your Brand Champions at the Center of Everything." Mark W. Addicks, Senior Vice President and Chief Marketing Officer at General Mills Inc. ANA 2014 Masters of Marketing Conference, 10/16/14.

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