Soup Ain't So Simple...
By Marc Dresner, IIR USA
It may not be spelled out in her job description, but a critical
part of Denise Morrison's responsibilities as CEO of the Campbell Soup Company
is to keep my nephew happy.
in the iconic red-and-white can, the little guy might actually go on a hunger
strike!
messing with this classic would almost certainly doom this kid'and countless
other little boys and girls'to a dreary subsistence on PB&J and bologna or
whatever today's nutritionally correct proxy may be. Tofu?
substitute for the satisfaction of slurping those squiggly noodles swimming in
a bowl of warm, golden goodness.
it to school in a thermos almost every day. No smashed sandwich in a brown bag
for me. No way.
Shiitake Mushrooms from Campbell's new 'Go' line.
what hooked me; it was the packaging'this soup comes in a pouch!
iPad. I make my rounds and it inevitably makes its way to a microwave.
thermos days are definitely over. (Coffee brands, are you listening?)
is a tightrope walk. How do you stay fresh, relevant and competitive without
compromising your identity?
seems.
label. You'll see a gold medallion for excellence from the 1900 Paris
Exposition.
holiday staple. Without Campbell's cream of mushroom, where would we be?
our identity, that Warhol immortalized it.
at about the same age I found love in that can, my nephew is sitting across
from me laughing, playing and enjoying the
very same product.
trusted our brand, we must keep a few steps ahead of the pace of change.
electric typewriter.)
which doesn't ostensibly need to be
changed, what does innovation look like from a strategic perspective?
Morrison shares her innovation strategy, including:
' Challenge the status quo
' Open the door and look outside
the advantages of big company resources,' said Morrison.
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.
more information or to register for FEI 2013, please visit us at www.frontendofinnovation.com
ABOUT THE AUTHOR/INTERVIEWER
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 mdresner@iirusa.com. Follow him @mdrezz.