The Road to “thrive”: A Cargill Case Study

I recently participated in an event hosted by the Association of National Advertisers in which I presented Cargill’s brand journey. I discussed the challenges and lessons learned while establishing a singular global brand expression – our first – for a 150-year old global company. Here are the slides from our discussion. Hillen ANA Deck V8 from Paul Hillen

My Definition of a Winning Brand

Building a winning brand is the fuel for the fire in your business. “Branding 101” is usually about how important it is for your brand to be distinctive, but that’s not enough. I think you should take it a step further. Watch here for my explanation. Audio: “It’s critical to get to the so what, which the so… Read More

The “3am Shake Test”

Do your employees really understand your brand promise and their role in delivering on it? Audio: “One of the things that I think is critical in a B2B environment with winning the brand is that you have to have your organization deeply understand what your brand stands for. And what their role is in delivering… Read More

Great Brands Are Built From Within

Lessons from building a brand for a 150 year old global company. Cargill recently celebrated our 150th year of helping people and organizations thrive. It was a milestone for us in another way: we used this as an opportunity to establish a single brand promise and identity for the first time in company history. Much of… Read More