Individuals can seek out brands. You now have in your pocket Google you can fact check you can look up stuff

You can social network tweet whatever it is add a brand engage with the brand and so I think it really needs to slip the switch in the marketer's head

Around less about chasing consumers and trying to find and target them

But more a matter of create opt-in experiences where consumers want to find you

This is the flavor and man am I excited because I have one of my favorite companies favorite brands

And now one of my newest and favorite people Todd Kaplan chief marketing marketing officer at Pepsi

No need to describe what Pepsi is welcome to the playbook

Thanks so much happy to be here

Well, you know, it's so nice because we get all types of playbooks of success and every once in a while we get a fortune

100 company one of the biggest brands that really understand marketing and

Pepsi is one of those especially in my

Realm the sports and entertainment realm that have done an extraordinary job over

Decades and decades of my career from running Lee Steinberg the sports agency with several athletes entertainers and celebrities that were tied to the brand and the events that we went to

I was sharing the world cup

Into the digital age and

You know staying ahead of the curve is one of the things I think of when I think of the marketing side of Pepsi

And so I want to start in the future

The future is unlimited and Pepsi always proves that with their campaigns and their marketing and their branding

What do you do to prepare for an accelerated future when you have such a glacial ship to maneuver when everything?

I think of real quick time not to manipulate the conversation to start

But I'll let you just jive on this I think of the military. I was in this naval leadership program and it takes 17 years to build a battleship

And I'm a technology guy and it's like how do you prepare technology in a ship when 17 years from now none of the technology that exists today will even be utilized

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