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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies by Andy Butcher, Rick Tocquigny

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11. Jill Beraud

Family baking and fancy bras may seem to be worlds apart when it comes to branding, but they share a core touch point that links the kitchen and the closet that captures the essence of Jill Beraud’s marketing gift. Both markets “have a lot of emotional content,” says the former Chief Marketing Officer and President, Joint Ventures, PepsiCo Beverages Americas. “You just have to understand where to look for it.” Beraud speaks from her experience of working with Procter & Gamble’s (P&G’s) Duncan Hines cake and cookie line in her formative years at the company, and then transferring the principles she learned there to Victoria’s Secret underwear for Limited Brands. “There is very high emotional content in baking mixes,” Beraud says, ...

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