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Podcast: That's What I Call Marketing
Episode: S4 Ep19: Kelloggs on Backing The Bird with VP Jenn Carkner & Snr Dir Stephen Duggan
Description: The fastest way to grow 17 brands might be to advertise one.Kelloggâs made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrandâreviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. âUltimately, a brand is a promise.âWhat this episode covers:Masterbrand vs sub-brands: Why the team said, âWe absolutely have to back the master brandââand how one super-asset can âfloat all the other boats.âGlobal idea, local truth: The universal insightâwin the morning (âyou do you...