As AI re-writes the rule books, legacy brands need to re-think marketing - time to be a pain in the proverbial, suggests Kraft Heinz's CMO
As AI makes its way into the enterprise mainstream, how do so-called legacy brands come to terms with the future direction that this implies? Can they keep up-to-date or will many of them give way to a new generation of replacements?
Todd Kaplan is CMO of Kraft Heinz North America. He’s inevitably a strong defender of the legacy brand:
People think about legacy brands as this is forgotten thing of yesteryear, kind of trapped in time, but the interesting thing about legacy brands is they've created a legacy. That's a pretty frickin' cool thing. At Kraft Heinz, we have in North America alone 70 brands across 50 categories, many are 150 years old. But what's amazing is when you think of legacy brands, the misconception is that they're old and tired, but they're actually very well established. You just need to feed them.
Kraft Heinz’s CEO has a philosophy that...
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