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Talk about your dual personalities. Ben & Jerry's is a super-premium-quality product — with an offbeat, fun, irreverent brand.

The two concepts don't always fit together, which can be a challenge for Ellen Kresky, the ice cream maker's director of creativity.

At the ACCM conference in Boston, Kresky noted that the company always does a gut check before trying something new, because the brand aims to be “good for the belly and the soul.

“If our competitor would do it, it's probably not us,” she said.

Ben & Jerry's stays connected with ice cream lovers in a number of ways. One is the factory tour at the home base in Waterbury, VT, which Kresky said is the largest tourist attraction in the state.

Another is the “Chunk Spelunker” database, where fans can sign up for online newsletters and find out about special events in their area. The database's name, according to Kresky, came from some people telling the company they cared more about the mix-ins (like chocolate chunks) than the ice cream itself.

She also said that rather than hide mistakes, Ben & Jerry's celebrates them. Visitors to benjerry.com can visit the “Flavor Graveyard,” where they can see a memorial to all the flavors that didn't stand the test of time. RIP, Cool Britannia.