General Mills embraces digital to build its corporate brand

Stephen Whiteside

This article describes five broad based and inexpensive measures that General Mills, the food producer, uses to achieve 'holistic measurement' in the US.

General Mills embraces digital to build its corporate brand

Stephen WhitesideWarc

General Mills owns several of America's best-known brands, including Betty Crocker, Cheerios and Pillsbury. As is frequently the case with big players in the consumer packaged goods industry, its corporate brand has stayed largely in the background, delivering the manifold advantages of size and scale while remaining out of the public eye. That situation, however, is changing fast.

"We've long operated as a house of brands, but we're starting to see the benefit of operating as more of a branded house," Kirstie Foster, director of external...

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