Connecting With The New Consumer

The author outlines the background to the Kraft Foods Equity initiative, an integrated marketing programme linking together all Kraft's major brands in the USA.

Connecting with the New Consumer 

Transforming brand equity into a brand culture

Robert A. EckertKraft Foods

Brands and consumers are always changing. Sometimes the change is incidental. Sometimes it runs much deeper.

Over the years, consumers have migrated from uniformity to fragmentation. They've gone from the 'we' decade of the '60s, to the 'me' decade of the '70s, through the utter indulgence of the '80s, to the value-consciousness of the '90s.

Brands have traveled from the heights of mass-marketing dominance through the narrows of segmentation. Earlier this decade, they were declared legally dead. And now, the pundits tell us,...

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