by all. Packaged in a lilac wrapper decorated with cows in a pasture, the brand is recog- nized around the world and reigns supreme throughout Europe as one of the most tender chocolates available. Through extensive advertising, Milka developed the personality of the lilac cow to the extent that when German schoolchildren are asked to draw a farm scene, they often color the cows purple. As seen with Madonna, in order for a brand to be adopted by a culture, it needs to project authenticity, but Aerosmiths introduction of urban music into suburban markets also shows that acceptance in a new market often depends on how the product is introduced. Milkas long history as a leading manufacturer and popular brand of chocolate gave it authenticity among European consumers, which translated into brand authenticity among chocolate lovers in the United States. Consumer acceptance of the brand, however, was facilitated by Kraft-an established, accepted conduit through which to enter a new market. Today, you can find the lilac cow at your local Wal-Mart or Kroger.     Kraft s Front Wo man   Krafts brand and marketing strategies are built on six core values that serve as guiding principles or inner beliefs that define how the company operates. Some are similar to the values of other leading firms, including innovation, speed, trust, and teamwork. But two of Krafts values pop out as different from those of the typical firm, and they parallel lessons to be learned from studying enduring rock bands. Those values are passion and focus. The companys brand includes the promise to bring a passion to win to everything it does, with a confidence to set high goals and an uncompromising drive to achieve them, and a focus on what matters most to consumers, and whats most important for building its people, brands, and business. Krafts corporate structure is unique in that it has co-CEOs- Betsy Holden and Roger Deromedi. Just as Mick Jagger and Keith Richards lead the band in different ways at different times, so do     Holden and Deromedi; it is Holdens personality, however, that makes her the Jagger of Kraft. She embodies both passion and focus in the way she energetically leads the company. A former fourth- grade schoolteacher, she entered the Kellogg School of Management at Northwestern University, where she energized case teams to excel. Before graduating, she led the fundraising campaign for a class gift, which normally raised a few thousand dollars-her class raised over $120,000. Not surprisingly, she quickly rose in the ranks at Kraft, where today she is known for her nearly boundless energy and passion, constant contact with associates at every level throughout the com- pany, and focus on maintaining Krafts dominant brand positioning. People who work with Betsy report that she is still a teacher, showing why as well as how brands connect with customers so well that they