Ken Banta
Description
H.J. Heinz, one of the most admired companies in the U.S., is just now emerging from a sweeping drive to do just that. Under its new CEO Bill Johnson,
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Heinz has taken a daring gamble to reinvent and redefine its global brand, starting with that icon of Americana: the Heinz ketchup bottle and its contents.In what will surely become a textbook case of brand adaptation for the challenges of the global marketplace, Heinz is retooling itself to find what its executives define as the "ideal middle ground" between the company's own highly localized and fragmented approach to branding in times past, and the extremely centralized and uniform .branding strategic of the current leaders of branding, Coca Cola and McDonalds.
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