Brand-building involves the personal connection people have with the brand, as highlighted by US Foods CMO Diane Hund. The brand is reflected through its employees, who create meaningful interactions daily. A notable strategy for US Foods includes consistent branding through delivery trucks, which serve as reminders of the brand values. Hund emphasizes the importance of internal trust and accountability in maintaining brand consistency. Additionally, the significance of digital presence is acknowledged, as operators engage online and require support across various platforms.
"We don't have a product on a retail shelf with our name on it. Our brand is our people, and how we show up for you every single day."
"It's about building trust and accountability from the ground up."
"Digital is where it's got to be. Our operators are spending time online, and we need to be there with them on Meta, Instagram, YouTube and wherever they're looking for solutions."
"When we went public, we rewrapped every single truck. It's about consistency and pride."
#brand-building #marketing-strategy #digital-presence #customer-engagement #trust-and-accountability
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