"NEW YORK - Keeping a brand relevant with consumers takes a lot of work. Todd Kaplan has to manage 70. The executive, who joined packaged foods giant Kraft Heinz as CMO last year, spoke at Advertising Week New York Monday about the delicate balance marketers must strike as the pressure to capitalize on pop culture trends necessary for relevance collides with established brand perceptions."
""Brand building is a bit like pointillism ... Every time you activate your brand, you're placing a dot in somebody's brain," said Kaplan, explaining that those individual dots cluster over time to form richer perceptions of a brand. Marketers who have a strong grasp of such perceptions can act with confidence on whether and how to deploy their brands in different cultural contexts while those who don't may simply create more noise."
Todd Kaplan manages a portfolio of 70 brands at Kraft Heinz and balances pop-culture relevance with established brand perceptions. Marketers should prioritize big-picture thinking and avoid activating around every viral opportunity because small decisions accumulate over time. Earned media and organic social tactics can drive success despite limited traditional media spend. Brand building functions like pointillism: each activation places a dot in consumers' minds that clusters into richer perceptions. A consistent point of view and brand architecture enable diverse storytelling that ladders back to a single brand idea and supports confident deployment in varied cultural contexts.
Read at Food Dive
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