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Tuesday, May 7, 2002
Contact: Peter Bailley
news@knox.edu
309-341-7715
"Brands are not what the company produces, they are the company itself," said James M. Kilts, chief executive officer of The Gillette Company in a luncheon talk on Tuesday, May 7 at Knox College in Galesburg, Illinois. (Photo: James Kilts speaks at Knox College. Download for publication)
Known as a leading "brand mechanic" of the corporate world, Kilts was the inaugural speaker for the "Knox Talks" program series. Kilts, who graduated from Knox in 1970, detailed his career with Kraft, General Foods and Nabisco, and his current efforts at Gillette.
With General Foods, Kilts helped develop some of the company's most successful products, including Crystal Light and Country Time Lemonade. At Nabisco he is credited with reversing declines and gaining market share.
Kilts said that companies need to "escape the circle of doom" -- created when they set unrealistic sales targets, then increase prices and cut advertising budgets, which leads to still lower sales.
There are four key elements to a corporate turnaround, Kilts said: integrity in describing the company's strengths and weaknesses, an understanding of the customer, enthusiasm for change, and quick action. The CEO is a "cheerleader for change," he said, communicating an "understandable process of change" and persuading all employees that they are involved in brand-building.
Guiding the turnaround at Gillette, Kilts said he has focused on promoting the "superior technology" of the Mach 3 razor for men and Venus razor for women, and on reestablishing the "copper-top" image of Duracell batteries.
Winner of a Knox College Alumni Achievement Award, Kilts has served on the Knox College Board of Trustees since 1992. He received a Distinguished Corporate Alumnus Award from the University of Chicago Graduate School of Business and is a member of its Advisory Council.
Knox Talks is a quarterly series of luncheon programs for professionals in business and industry, featuring prominent authorities on political, economic and global issues. This inaugural program was sponsored by Knox College and the Galesburg Area Chamber of Commerce.
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