• Posts Tagged ‘Kraft’

    Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

    by  • June 8, 2016 • Branding, Leadership, Marketing, Strategy, Uncategorized • 0 Comments

    Article was by Jennifer Horn, Strategy Magazine.

    Respect_new2Nabob, you’re a feisty fella. In the ’80s, you famously smashed the paper bags of rival Maxwell House in ads to prove your own superior packaging. Not long after, you took aim at the coffee bean itself, ruling out the seeds that didn’t quite fit your strict flavour and aroma standards. And today, you’re crossing swords with society’s (arguably) pretentious coffee culture.

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    How to Thrive Against Giants

    by  • February 4, 2015 • Branding, Human Resources, Leadership, Marketing, Strategy • 1 Comment

    PrintWhen you know that your company will never be the low-cost producer nor will it ever have enough cash to outspend the big cat, there’s no choice but to find other ways to skin that cat. Thousands of small to medium sized businesses are successfully doing this. “How?” you ask. The answer lies within those factors that do not require fat bank accounts. There are far more than you think.

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    10 Ways to Slay Goliath

    by  • February 26, 2012 • Branding, Human Resources, Leadership, Marketing, Strategy

    My business career is characterized with a bunch of David versus Goliath encounters. As a 23 year-old Macleans Toothpaste Brand Manager in 1970, my colleagues and I competed against powerhouses P&G, Colgate and Unilever. When I joined Jacobs Suchard (then Nabob Foods) in 1977, I found myself up against the muscle of Kraft and Nestle. Wherever I went, the major competitor was 20 times larger. That is clout. And yet, our little band of rebels was able to outmaneuver that might with two potent weapons that cost absolutely nothing.

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    Why HR and the CEO should be joined at the Hip

    by  • September 6, 2011 • Human Resources, Leadership, Strategy

    The day the Jacobs Suchard (now part of Kraft Foods) Board of Directors promoted me to the C-Suite, they strongly suggested I align myself with the CFO. The advice proved excellent, and for the rest of my days in the corner office I was joined at the hip with an outstanding finance executive who is now the CFO of Lindt & Sprüngli, the world’s leading chocolatier. My regret is that I did not free up my other hip for Human Resources, a group of eager young managers at the rear of the functional pecking order.

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    Pursuing Entrepreneurial Companies: Grad Advice

    by  • April 11, 2011 • Human Resources, Strategy

    My view on entrepreneurship within the corporation is this: With the exception of a few new-age notables, university graduates are not going to find entrepreneurial thinking within giant enterprises. That’s because the competitive advantage of the giant is scale. When a company has clout, there isn’t much incentive to re-invent. To ‘entrepreneurs in waiting’ who want to begin their careers in a corporation, I suggest the following:
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