GameChanger in Businessweek
Your brand needs a mission.
Consumers today are better informed and more demanding. It is not enough to make and sell a great product. You need to convince them that your company has their best interests in mind.
Successful new product lines today need to have an authentic mission that connects with consumers.
Learn the secrets of Kashi, Ben & Jerry’s and Odwalla, and how their owners – Kellogg, Unilever and Coke – successfully used them to reinvent their corporate strategies.