Thinking

Using Training to Build Global Brands
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By Luke Kempski, CEO December 01, 2014

Video Interview with the Dean of the Hershey Marketing Academy

I recently had the privilege to speak with Leanna Meiser, the Senior Manager, Global Marketing Training & Capabilities at The Hershey Company. Leanna and her team have established the Hershey Marketing Academy to carry out the Hershey Company’s strategy to use knowledge as a competitive advantage in the marketplace.

There are fundamental processes required to successfully build a brand. Following these processes is especially important when you are trying to grow your brands in strategic international markets. By providing training on Hershey brand building processes, the Hershey Marketing Academy supports international marketers with the knowledge and tools they need to be successful. Leanna explains.

With marketers located all over the world and new ones joining the team regularly, the Hershey Marketing Academy has integrated technology into its curriculum. As with everything they do, Hershey approaches technology with a strategy and defined principles. Leanna explains.

Of course formal training by itself will not ensure a consistent approach to building brands. The Hershey Marketing Academy understands this and looks holistically at how it supports the marketer to be successful. I asked Leanna about this.

Since the Hershey Marketing Academy has such a strong connection to the company’s strategy, it has to plan for scalability and growth into the future. I asked Leanna to talk about what’s next as we go into 2015.

This video is part of a series of interviews we plan to do with learning and development leaders in the months to come. We welcome any suggestions you have to make them more valuable.

Related Work: Creating Consistency with Global Marketers

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