Sara Lee Strategie

BRAND|WEBBING developed for SaraLee international a strategic frame wherewithal the different brands can develop their own interactive strategy in different countries. In the strategic frame are several local levels used (static, dynamic or targeted) and the goals of the interactive communication (Brand, Campaign of Loyalty). This gives 9 possible combinations, so phases where a brand can be in. This strategic frame gives the international brands of SaraLee the possibility to project where they want to grow to and to request targeted information and ‘insights’ from colleagues who are a phase further.