Page 44 - Global EM Granola Learning Book - Draft VS 22

4. Masterbrand Equity & Portfolio Architecture

4.1 Masterbrand Equity Tool

Strategic
Target People who strive each day for a better life

Brand

Purpose Nourish your potential

Functional

Promise Nature’s nourishment from grains unlocked

Emotional
Promise The daily triumph from eating better

Points of Food Story Brand Identifiers Values
Reputation is a fragile thing –
We use our 100+ years of
Distinction expertise to unlock nature’s Signature we never take it for granted,
nourishment from grains, striving to build trust in all that
providing quality foods for a we do
healthier world. Family of
Characters We form and nurture
We expertly source, grow & relationships for life
choose out grains with care.
We cook to first unlock their Crafting grains is our passion –
intrinsic nutrients. Then we Tone & Sunny we are curious and
select other wholesome Manner Authentic continuously
ingredients, fortifying only Vibrant seek new ways to innovate
where necessary to provide the Human
critical nutrition to nourish both Nourishing food need never be
you and your family. dull – we surprise and delight
Authenticators The best to you through eating enjoyment and
We take our nutritious grains, Crafted by presentation
seeds, fruits, nuts and craft Kellogg’s
their flavors, textures and colors
with intent, making nourishing
foods a real joy to eat –
goodness that you can see,
taste and feel.