McCormick’s Alan D. Wilson on Pricing, Innovation and the ‘Romance of Spice’

Understanding customer needs is at the heart of successful brand strategy.  McCormick has benefited from that customer focus by identifying an emerging need and leveraging it into new product offerings. 

We have a brand called Thai Kitchen that was [born out of] identifying the fact that there are a tremendous amount of Thai restaurants, but most American consumers don’t know how to make Thai food from scratch. We provide the authentic ingredients and easy ways of getting to the things that you experience in a restaurant.

McCormick’s CEO, Alan Wilson, talks about how through the relentless pursuit of customer needs, they have turned a relative commodity, spices, into a differentiated, unique set of offerings.  Read the full inteveiw here…