How Kellogg Co. captured direct-brand insights to drive product development

The Kellogg Co., the food group, is learning from the direct-to-consumer playbook as it seeks to launch new products in different ways.

After 20-plus years at the Kellogg Co., Aleta Chase has been running brands like Cheez-It, Pop-Tarts, and Special K for so long that she embraces the Battle Creek, Michigan- based firm’s product-development DNA as part of her own marketing mantra.

“We think about big launches as a sprint,” she said. “Whenever we have a new product, a new campaign, it's about kind of going out with guns blazing, everything all at once.”

The big noise has paid off with big results, both within the brand community (her work on Pop-Tarts has been honored with both effectiveness and creative awards) as...

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