Soup Ain't So Simple...
|The author's nephew with his soup|
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
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?
label. You'll see a gold medallion for excellence from the 1900 Paris
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.
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 firstname.lastname@example.org. Follow him @mdrezz.