Miguel Patricio is a brand guy who spent the early part of his career at Phillip Morris, Coca-Cola and Johnson & Johnson and the last two decades at Anheuser-Busch, most recently as Chief Marketing Officer. While brand-building is part of Patricio’s challenge, the real challenge is trust building. 

Had Miguel Patricio asked me before he accepted the job of CEO of Kraft Heinz, I would have told him not to walk away, but to run. Everything suggests he’s facing insurmountable barriers to success. But now that he’s there, the question is what he can do to pull a Phoenix and resuscitate this dying company? 1) Salvage the salvageable. 2) Make small changes to the trajectory. 3) Rebuild trust.

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