Marketing & Finance Kick Off Brand Investment Project

Marketing and finance professionals from Kimberly-Clark, ConAgra, Hershey, Frito-Lay, MillerCoors and General Motors have begun the trial phase of the Brand Investment and Valuation Project.

“Building the bridges empirically, and highlighting the measures as they link to each other, will be phenomenally powerful for our decision making process: It will allow us to make more informed “investment” decisions, meet organic growth targets more often, learn how to improve performance as measured by customer, market and financial outcomes, and build strong brands more profitably and consistently.”