Brand Building at General Mills

2022

Brand & Creativity

“Brand Building at General Mills”: Chief Brand and Disruptive Growth Officer Doug Martin at General Mills speaks to University of Michigan, Dearborn. In a post-pandemic environment, Doug illustrates how General Mills brand management works at changing attitudes and human behaviors positively. By embracing the power of the “AND,” General Mills encapsulates the reality of business AND magic of the brand to 1) solve problems AND deliver joy, 2) sell online AND in store, and 3) create momentary AND long-lasting demand.