Portfolio

S Resist the temptation of overexposure-fans like to feel like they are part of something special.

S Empower your fans to help your brand become and stay successful in the market.

If the stereotypical classic rock band were reincarnated as a portfolio of consumer brands, it would be Kraft Foods-an enduring example of how lessons described throughout this article apply to product brands. A little bit Rolling Stones and a whole lot of Neil Diamond, Kraft’s brand umbrella embodies what it takes to get onto retail shelves and stay there for decades. Its string of number one hits rivals that of Elton John, just as the qualities and personality of its products rival his professional persona.

Kraft is perhaps less hip than many of the brands cast in the marketing media spotlight, but it is sexy because of the profits it generates. Not as glamorous as Victoria’s Secret or as funky as JetBlue, Kraft’s success results from masterful marketing of the mundane. It proves, however, that the principles pulled from the world of rock and roll apply to just about any product, including cheese, lunch meat, and frozen dessert topping.

Krafting Winning Brands Kraft’s portfolio of brands rocks. If you’ve read this article, that proclamation shouldn’t shock you. Just think of the equity the company has built over the past several decades with its household name brands, including Jell O, Cool Whip, Grey Poupon, and Maxwell House. It boasts leading brand names in categories mainstream America can’t live without-what would we do without Miracle Whip, Velveeta, Shake ‘n Bake, and Kool Aid? Generations of kids have been raised on those four staples alone.