Hershey and the cultural connection of chocolate

Geoffrey Precourt

This short report covers the contribution of Michele Buck, SVP/CMO of the Hershey Company, to a panel session at the ARF Re:Think conference.

Hershey and the cultural connection of chocolate

Geoffrey Precourt Warc

As she sat on a panel with chief marketing officers from Xerox and Walgreens, Michele Buck, SVP/CMO of the Hershey Company, argued that staying connected to 21st Century consumers can be challenging even in industries "lighter" than technology or healthcare.

"Today, the inherent connection between a company and the culture at large is consumer insights. To win with consumers, you have to understand them, their lives, and how your brands fit in with them," she said.

"The universal truth is that what most great brands stand for is their...

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