MINNEAPOLIS – Supermarket human resources departments should play an important role in helping their companies communicate their brand message to consumers, according to a presenter at the Food Marketing Institute Human Resources/Training and Development Conference here. “If your employees don’t understand your brand message, no one will. Your customers will not get it,” said Donna Tweeten, assistant vice president, communications and branding management at Hy-Vee, West Des Moines, Iowa. She suggested supermarkets create an “internal branding team” that includes both marketing and human resources personnel to train employees how to reflect the core attributes that distinguish the company’s brand in the marketplace.
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