the blaze strategy

General Mills has been around for more than a century, but its relatively new mission is still less than a year old. At the annual Brandweek summit, I caught up with Brad Hiranaga, the company’s chief brand officer of North America to find out what’s top of mind for him as he takes on turning this 150-year-old brand into “a force for good.”

“We’ve really started to think about the intersection of brands, culture and then technology and making people’s lives easier.” One example of that is digitizing the company’s cornerstone Box Tops for Education program that’s generated nearly $1 billion for schools in more than 20 years.