Consumer Preference + Nutritional Plus + Brand Communication = Market Share: A Formula for Marketing Success

Michael J. McDermott

This paper argues that a single formula (Consumer Preference + Nutritional Plus + Brand Communication = Market Share) works well for Nestlé USA, as applied by Scott Remy, the firm's senior vice president of communications.

Consumer Preference + Nutritional Plus + Brand Communication = Market Share: A Formula for Marketing Success

Michael J. McDermott

Who says there's no secret formula for marketing success? Although the above equation may look more like something a physicist would work with, Scott Remy, senior vice president of communications at Nestlé USA, relies on it to help the company win recognition as a leader in nutrition, health, and wellness. But more on what it means — and adds up to — later.

Remy, who spent more than 20 years working for agencies and handled the Nestlé USA account for...

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