What is the story about?
What's Happening?
Megan Frank, Senior Vice President of Marketing and R&D at Mizkan, shared insights on maintaining the relevance of legacy brands like Ragu and Bertolli while preserving their core values. In a discussion on Brave Commerce, Frank emphasized the importance of connecting long-term vision to short-term actions using frameworks like OGSM. She highlighted the role of data-driven accountability in shifting retailer conversations towards results-based planning. Frank also discussed the consolidation of media and shopper marketing under one team to enhance consumer journeys, and the empowerment of teams to act swiftly within a family-owned structure.
Why It's Important?
The strategies outlined by Megan Frank are crucial for legacy brands aiming to stay competitive in a rapidly evolving market. By balancing tradition with modern consumer expectations, Mizkan can attract new customers while retaining existing ones. The focus on data-driven planning and seamless consumer experiences reflects broader industry trends towards personalization and efficiency. These approaches can lead to increased brand loyalty and market share, benefiting both Mizkan and its retail partners.
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