The Brand-Driven CEO by David Kincaid

Author:David Kincaid
Language: eng
Format: epub
Tags: Product management, Branding (Marketing), Success in business.
Publisher: University of Toronto Press

Figure 7.3 Campbell Canada core processes matrix. Data source: Campbell’s Strategic Report 2016.

Brand processes such as product development and supply-chain management are critical because they impact and drive real, quantifiable brand value. In other words, they are key differentiators that are required to deliver on Campbell’s new “Real Food” brand promise and that create sustainable competitive advantage.

Campbell’s is already taking steps to continuously improve its brand processes. At one of its major plants, for example, employees at the end of their shift take part in a twenty-minute team meeting with the incoming shift to discuss production issues and other performance metrics to prepare them for the shift ahead. The purpose of these meetings, according to the plant’s VP of operations, is to get employees more engaged and drive better results,12 but it is all part of a global effort to raise the company’s operational effectiveness. This includes the creation of a Sustainability Leadership Network, which is made up of a cross-functional team consisting of leaders in sustainable agriculture, environmental engineering, packaging, procurement, and supply chain.13 The goal is to reinforce the brand promise of providing real food for life’s moments by making all important brand processes at Campbell’s world class.

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