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,...