From Goldfish to Goldmine

This paper discusses the keys to a brand's success via the story of Goldfish (crackers) from Pepperidge Farm.

From Goldfish to Goldmine

How brand building grew a popular snack item from $50 million to $300 million.

Geralyn BreigPepperidge Farm, Inc

 

A former colleague of mine delights in emailing me copies of articles that proclaim the decline of brands, brand management, and even the marketing function as a whole. Such articles have persisted for years now. While it might be amusing or attention getting for contrarians to take the position that brands are declining in importance, the fact is, it is simply not true.

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