Marketer of the Year
HyVee strives for brand consistency in its ldquoautonomous culturerdquo

Hy-Vee strives for brand consistency in its “autonomous culture.”

Balancing autonomy with consistency at Hy-Vee

Speaking with a unified voice across various media and communications channels can be challenging at any company, but it includes an extra layer of complexity at Hy-Vee, where store directors have more autonomy than typical supermarket store managers.

“Any marketer or custodian of a brand will tell you that brand inconsistency can be the kiss of death,” said Donna Tweeten, Hy-Vee’s SVP and chief marketing officer.

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