Keeping brand connections fresh

Peter Littlewood

Describes how Masterfoods USA works to keep consumers involved with its brands and the brand image 'fresh'.

Keeping Brand Connections FRESH

Peter LittlewoodMasterfoods, USA

“Brand freshness” is a guiding marketing concept at Masterfoods USA. Every day, we spend our time with the consumer in mind and thinking through what's on their mind. One of the guiding principles of our organization (Mars, Incorporated) dictates that the consumer is our boss. With that philosophy in mind, we are constantly looking for ways to keep our brands relevant and current to our consumers. As such we have cultivated several brands to icon status — from M&M's and Snickers to Uncle Ben's and Pedigree. Icon status requires ongoing “maintenance” to...

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