How Kraft could use a Brand API
By Adam Kleinberg
If you've been following the last few posts, you're probably aware that I spoke at an event about brands and APIs last week.
It was called "The Evolution of Distribution" and I spoke about the article I wrote for Mashable called " Why every brand needs an open API for developers ." My presentation outlined how even a brand like Kraft might find unexpected value from releasing their own APIs.
I just added a few notes to my slides and posted them on the Traction SlideShare channel. I've also listed some other relevant links below if you're interested in the topic of brand APIs.
View more presentations from Traction
Here are some other resources on brand APIs that I and others have written:
Why Every Brand Needs an Open API for Developers - Original article I wrote for Mashable.
Digging Deeper on Brand APIs - A follow-up piece I wrote on my blog answering some questions people had about how a brand API might work.
How APIs Are Changing the Way Brands Connect With Consumers - Just found this piece written by Garrick Schmidt on AdAge.
Adam Kleinberg has been CEO and a founding partner of Traction since 2001. He has written over 100 articles in publications like AdAge, Adweek, Fast Company, Forbes, Mashable and Digiday and spoken at dozens of industry conferences. He's led Traction to win Agency of the Year awards from AdAge, ANA B2 Awards, CampaignUS, and in 2025, he was recognized as one of the Campaign 40 Over 40 game-changers in marketing and advertising.
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