David Shing, AOL’s digital prophet, spoke with Yin Rani, VP of Integrated Marketing at Campbell’s Soup Company at Cannes Lions Festival on keeping a brand iconic, integrated brand marketing, and the changing CPG consumer.
“The challenge is how to stay iconic, right? Because too quickly you can go from being iconic to just old-fashioned. I think you have to be really clear about what made you iconic to start with, be really true to that and just use all the tools at your disposal to continue to tell that story in ways that are relevant,” Rani explained to David Shing on how a 145-year old company like Campbell is seeking to continually connect with today’s consumers.
Watch the video below and see more Shingerviews on AOL.