Women have definite nutritional needs and General Mills has developed a cereal with a combination of ingredients targeted at satisfying those special requirements. While Executive Vice President of Consumer Branding at Enterprise IG, Ivarson's Larry Roellig directed the program that established the positioning, brand name, and brand graphics for Harmony, a low fat nutritional cereal specifically made for women. The distinctive trade dress quickly communicates Harmony's unique attributes and clearly differentiates it from the sea of other offerings in the crowded cereal aisle.