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Kellogg Completes Brand Overhaul

  • Forbes, Friday, May 11, 2012 9:36 AM

An industry-wide upstream price squeeze has forced Kellogg, which spends over $1 billion on advertising and marketing every year, to rethink and retool. The company, which is an official sponsor of the U.S. Olympic and Paralympic Teams, is boosting product innovation, buying Pringles, and doing a major brand overhaul. A program called “Project Signature” internally is its most significant in the company’s 106-year history, said CMO Mark Baynes. A year of research and work with Interbrand informed the changes across the portfolio. There's also the tag, “Let’s Make Today Great.” 

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