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Case Study: How Legacy Brands Innovate

by on Dec 09, 2013

  • 487 views

Kraft Food's Bob Rupczynski has innovated game-changing campaigns for legacy brands like Skittles, Jello, and Grey Poupon. Rehauling the image of long-existing and well-established brands will meet ...

Kraft Food's Bob Rupczynski has innovated game-changing campaigns for legacy brands like Skittles, Jello, and Grey Poupon. Rehauling the image of long-existing and well-established brands will meet the resistance of many. Bob will present his successful work with these three major brands, and detail how to overcome a big corporation's internal resistance by starting with small project bets.

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Case Study: How Legacy Brands Innovate Case Study: How Legacy Brands Innovate Presentation Transcript