Vincent Antle on brand management
From Vincent: Need to keep our products relevant · · Quest Means Business
“It's up to us to make sure that iconic brands like a Mars Bar in the UK, or M&Ms, Snickers, Twix, they're beautiful and provide different types of enjoyment across our household set and our consumer set as well. It's up to us to make sure that they're relevant and they're out there with high quality and with the types of marketing that will draw people in to make sure it's a continuous part of their consumption with the responsibility around it as well.”
On , Vincent Antle, Senior Vice President of Technical Operations & QA - Capitsol at LIGAND PHARMACEUTICAL INC, spoke about brand management during Vincent: Need to keep our products relevant on Quest Means Business.
About Vincent Antle
In a September 2024 interview, Vincent Antle discussed how Mars Wrigley North America approaches product adjustments and value. He stated that the company sometimes makes adjustments to products to maintain high quality and provide value across the price-value stream. Antle noted that he had recently visited the company's European plants, where he said employees are focused on quality, cost control, and managing the value spectrum for consumers. Antle also discussed the company's brand strategy, saying that it is the responsibility of executives to ensure that iconic brands remain relevant through high quality and marketing. He described Mars as a purpose-driven organization, stating that he does not see a conflict between purpose and profit, and that part of his long-term compensation is tied to making the world a better place as well as the company's economic model.