Branding Safeway

This is a look back at the 2006 profile describing Brian Cornell's Safeway initiatives, which  earned him SN's Marketer of the Year Award. Cornell has agreed to become Target Corp.'s new CEO later this month.

Safeway, Pleasanton, Calif., is using consumer research and other techniques common to consumer packaged goods companies to help develop a brand image for its banners.

To get the job done, the retailer hired Brian Cornell as executive vice president and chief marketing officer, who has earned SN's Marketer of the Year Award for his ability to implement an overall theme for the program, his commitment to building the company's brand image, his creativity in developing a

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