Kraft Brands, more Parts Function

Reading like the Forty Licks greatest hits CD, Kraft brands include Tang, DiGiorno, Tombstone, Knudsen, Cracker Barrel, Bakers, Calumet, Shake ‘n Bake, Grey Poupon, Cream of Wheat, Milk Bone, Jell O, Balance and Oasis Bars, Sure Jell, Claussen, Minute Maid, Good Seasons, Seven Seas, A 1, Chips Ahoy!, Ritz, SnackWell’s, Triscuits, Zwieback, Corn Nuts, Altoids, Toblerone, Life Savers-and we could go on, but won’t! Kraft follows the branding strategies from the classic rock era in which each member of the band projected a unique identity. When Mick Jagger, Keith Richards, Ronnie Wood, and Charlie Watts walk on stage together, they are the Rolling Stones, but each draws screams from fans because of his individual personality. For instance, some people are huge Watts fans because they have an affinity for him greater than the connection they feel toward Jagger. Today’s contemporary bands usually promote the name of the band, passing up the marketing effort required to promote individual personalities. Like the Rolling Stones, each Kraft brand has its own identity, any one of which may connect with consumers better than another family brand.

Function + Fun = Focused Brands In their recent Face to Face tour, Elton John and Billy Joel electrified audiences with an integrated display of piano genius and personality.

Their endless string of combined hits kept concertgoers emotionally engaged for over three hours, but it was their unique synergy that kept fans on their feet a majority of the time. John and Joel blend just the right amounts of function and personality to pack a powerful entertainment punch to even the most discerning fans. Though each artist has tremendous skill and personality, it is their collective formula that allows them to work as a successful team; John adds more parts function (with more serious piano interludes and focused demeanor) and Joel more parts fun (laughing more and jumping around the stage).