You match with Maya on Tinder. You agree you don't fancy each other, but she makes you laugh till it hurts.

She drives you to a mate's house in the Northern Quarter, and you actually have a great time.

You connect with some new people, like Isaac, and decide to go to the gallery on Mosley Street,

where you bond over your shared appreciation of silence.

And bit by bit, the world starts to feel so full of possibilities and you think what if I hadn't

met Maya on tinder it starts with a swipe download the app now each week we decide who's to blame for historical tragedy and each week you tell us if we got it right.

My name is Rebecca Delgado Smith and this is the aftermath.

Hey everyone, thanks to tuning into this episode of the aftermath. Today we're

speaking with guest expert Shaylundra Jane. Professor

Jane is a Brett Wheat Endowed Professor of Marketing and International Business at

the University of Washington Foster School of Business.

Let's hear what he has to say about the Kendall Jenner Pepsi commercial.

Hi Shelley, thank you so much for joining us today.

Thank you for having me Rebecca. So can you walk us

through the general process of creating a campaign for a large brand? Where do companies even begin? Yeah, so companies usually experience the need for

advertising in one or more of the following situations.

It could be a new product launch.

It could be a new marketing strategy for an existing product

because they feel it is time to do something different for the product or the

brand. It could be a competitive situation which is triggering a response from the company.

They have to do something because competition has done something

and that competition's actions have somehow

...