As artificial intelligence transforms marketing, Kraft Heinz's CMO Todd Kaplan emphasizes that legacy brands can thrive by maintaining clear brand identity and fostering collaboration across teams.
- Legacy brands hold lasting value through consistent identity
- Clarity and emotional connection define strong marketing
- Early collaboration across teams boosts campaign success
What happened
Todd Kaplan, the Chief Marketing Officer of Kraft Heinz North America, shared insights on how legacy brands can adapt to the evolving marketing landscape influenced by AI technology. He rejects the common perception that legacy brands are relics of the past, describing them instead as possessing valuable heritage and established market presence. Through his experience managing 70 brands across 50 categories, Kaplan highlights the importance of feeding and nurturing these brands rather than abandoning them as outdated.
Kaplan stresses that effective brand building is not about chasing fleeting trends but about understanding and consistently expressing what the brand stands for. He uses the metaphor of pointillism to describe how every consumer interaction forms a collective brand perception over time. Clear, consistent messaging across all touchpoints is critical to creating a cohesive and emotionally resonant brand identity, especially within legacy brand portfolios.
Why it matters
The rapid integration of AI into marketing practice presents both challenges and opportunities for legacy brands. Kaplan argues that strong brand clarity—grounded in consumer truth, cultural truth, and brand/product truth—is essential in navigating this new environment. Without a clear identity, brands risk fragmenting their message and losing consumer trust.
Furthermore, Kaplan emphasizes the strategic advantage of ‘collaborativity,’ an approach that involves engaging all stakeholders such as agencies, legal teams, and cross-functional partners early in the marketing process. This transparent teamwork helps identify risks, manage costs, and encourage alignment, enabling brands to act nimbly and confidently as AI introduces new capabilities and complexities to marketing.
What to watch next
Marketers should observe how legacy brands apply lessons from Kraft Heinz’s approach, particularly the balance between preserving heritage and embracing AI-driven innovation. Tracking how brands unify their messaging and foster emotional connections with consumers will indicate who can successfully evolve in this fast-changing landscape.
Additionally, the emphasis on early and frequent collaboration across departments will likely become a benchmark for marketing organizations seeking to leverage AI. As these dynamics evolve, monitoring how companies adapt internally to integrate AI tools while safeguarding brand integrity will offer key insights for broader enterprise marketing trends.