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Campbell's CEO Shares Innovation Recipe, Part 2

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Campbell CEO Denise Morrison

Soup Still Ain't Simple

By Marc Dresner,
Two weeks back,
we posted an episode of FEI's podcast interview series, Forward Focus, featuring Denise Morrison, CEO of the Campbell Soup
The blog that accompanied
the podcast included a photo of my nephew enjoying one of his favorite treats: a
bowl of Campbell's chicken noodle soup.
While I would
like to attribute the popularity of that blog post to the kid'he's got
undeniable charisma'I know this not to be the case.
And so Ms.
Morrison was kind enough to answer a few more questions via email about putting
innovation strategy to work at one of the
all-time greatest heritage brands.

"We've recently made
open innovation a priority at Campbell because we see the value in leveraging the experiences of others," Morrison told Forward Focus.

"We are working to define Campbell for
a new generation of consumers," she added.   

It really is a tightrope walk, as I said last time, to innovate when you're an icon. Morrison calls it 'thinking outside the can''both figuratively and literally.

We've included
the original Q&A and tacked on a few extras courtesy of Ms. Morrison for
your consideration. Enjoy!
And thank you, Denise.

Now if y'all will
excuse me, I have a pouch of
Campbell's Coconut Curry with Chicken & Shiitake Mushrooms in the microwave in need of my attention'

Ps. Denise Morrison will be delivering a keynote titled 'Permission to Think Outside the Can: The Leader as Curator of
the Innovation Culture' at
the 11th annual Front End of Innovation conference taking place May 6-8 in Boston.
For more information or to
register for FEI 2013, please visit us at

Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for market researchers. He may be reached at Follow him @mdrezz.

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