Repositioning A Masterbrand

Written by NAMA on Tuesday, October 31, 2006 , 12:20 pm

Ann NessJoin us November 14-15 at the Hyatt Regency Crown Center in Kansas City for the 2006 Agribusiness Forum.

The Forum welcomes Ann Ness, Vice President of Corporate Brand Management for Cargill as she presents Repositioning a Masterbrand – The Cargill Case Study. Developing and implementing a brand repositioning strategy for Cargill is no small task. This is especially the case when you consider the decentralized organization of the 12th largest company in the world and the 6th largest food supplier. How do you build a master brand when participation is essentially voluntary? Ann Ness, Vice President of Corporate Brand Management will outline the four steps that they took over a six year period to reposition the Cargill brand. Today’s Cargill is positioned, with a business-to-business brand, as an agri-food company that is an important and honorable player in the business of nourishing the world. Attendees will take a look at what it took to create this brand image.

Ann Ness is Vice President of Corporate Brand Management at Cargill, where she is responsible for the corporate brand identity and related advertising campaigns. Previously, Ann was brand manager at Radisson Hotels Worldwide and an account executive at an advertising agency. She began her career as a newspaper reporter in southern Indiana and later in St. Louis. Ann serves on the Carlson School of Management’s Brand Enterprise at the University of Minnesota where she is a frequent guest speaker.

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