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MAR 2007

The reinvention of Nelson Peltz

The former takeover titan is now a brand builder - and maybe even the shareholder's new best friend. Fortune's Shawn Tully reports

FORTUNE, March 16, 2007 — In March 2006 power investor Nelson Peltz invited Heinz CEO Bill Johnson to dinner at Morton's Steakhouse in West Palm Beach. After the two men sat down, Peltz stunned Johnson with an in-your-face barrage, announcing that "I'm going on your board!"

Category: Brand Strategy
Tags: Heinz, Brand Identity & Positioning, Business Strategy

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