Business Tips: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing
Awesome Tip: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing
While in Cannes, Gary met up with the Vice President of Marketing at Pepsi, Todd Kaplan, for a great conversation. They talked about Todd’s background, Pepsi’s latest marketing tactics, how to ask for things you want and more…Enjoy!
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Gary Vaynerchuk is the chairman of VaynerX, a modern-day media and communications holding company and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the globe. He’s a sought out public speaker, a 5-time New York Times bestselling author, and an angel investor in companies like Facebook, Twitter, Tumblr, Venmo, and Uber.
VaynerX, also includes Gallery Media Group, which houses women’s lifestyle brand PureWow and men’s lifestyle brand ONE37pm. In addition to running VaynerMedia, Gary also serves as a partner in the athlete representation agency VaynerSports, cannabis-focused branding and marketing agency Green Street and restaurant reservations app Resy. Gary is a board/advisory member of Ad Council and Pencils of Promise, and is a longtime Well Member of Charity: Water.
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32 Replies to “Business Tips: The Strategy Behind Pepsi's “Challenger” Brand Approach With Todd Kaplan, VP of Marketing”
TIMESTAMPS:
7:00 – How Todd’s career started in college
13:15 – If you respectfully ask you’re putting yourself in a good position
19:40 – State of the union of Pepsi vs Coke
24:30 – Pepsi’s approach to Super Bowl 53
30:20 – Where do you get your “culture”?
34:55 – How do you balance an entrepreneur built for speed and an executive with the process?
37:10 – Life is what you make of it
Of course he supports Spurs, the most kosher team in the Premier League or your shekels back! Shalom 🙂
https://m.youtube.com/watch?v=w3vyZrzFarc
Good analysis of their strategy, another great one Gary! I started using your marketing advice and used Authentic views com to boost my video and woah I nearly doubled my leads
Great video, requested Todd on LinkedIn. He seems like a good guy to follow with a lot of knowledge and experience. Loved the @pepsi Super Bowl story.
I just read a lot of comments. We all know Gary interrupts and he admits, let him be who he is. No point in commenting because it isn't changing unless his voice going out.
I wish the audio was a bit better. I think something went wrong.
Best statement of the video: Play to win, don't play not to lose! love it.
I’ve started my own channel, it`ll make me happy if you check it out )))
I wanna mentor under u
Pepsi is foul, Mountain Dew is poison and the sheer existence of something called a "water portfolio" indicates that humanity has a long fight ahead of it.
Nice shirt Gary,i go to every spurs game home and away.
turned off at 2 minutes, an interview with pepsi? F off. can't hit unsubscribe quicker. you sell out.
Pepsi just admitted to lurking lol.
Gary still out here not understanding football culture and the impact of that t shirt
You have to learn how to step back and let people talk.
Damn, Gary, you were more dressed when you actually were at the beach. 😀
He is so inspiring and I’ve started my own channel and the first video is starting today
GO O'S
Todd is an awesome guy. Great stories 😉
So I know why Gary interrupts: I think he’s the conductor in a way. Sometimes a guest can fall deeply into the truly organic and free flowing nature of the conversations. Gary breaks it up and brings it back to value. The whole time he’s sifting thru what the guest is sharing for the takeaway. I noticed this a while ago and in most videos if you watch with that in mind, you might feel even more appreciation. The best part is if I’m right, he just lets ppl talk shit about it but keeps delivering. So we keep watching. It’s not really an interview – more like an extraction of actionable stuff for the audience plus entertainment.
let the man speak for gosh sakes
is pepsi ok? top kek
Welcome to the show Todd
What a great guy.
Pepsi Max is the best… hands down.
This is an inspiring interview. I love what Todd.its very interesting discussion.improving alot,thank you.
Garry! You are such a beast! Someday i will meet you.
Hi Gary, quick one. How do I as a small niche find my audience as an entirety. I've found a small market but how do I find the rest of my potential audiences. I'm finding it difficult to locate these potential people.
GaryVee is the Mannnnnnn. i follow all your advice. im putting in the good work i will be uploading real soon quick
I want to see Gary Vee and Jade dramawangsa have a conversation please !!!!
Man, this is some real VALUE content… thanks Gary and Todd!
You do awesome videos with the best advice. I been watching your videos a time. Been applying your expert advice for a while now. Follow my YouTube channel and track our progress. I value your input.