The Strategy Behind Pepsi's “Challenger” Brand Approach w/ Todd Kaplan, VP of Marketing
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 9 August 2019
⏱️ 41 minutes
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Summary
Podcast listeners - great episode for those in the trenches and looking to learn from execution. I sat down at Cannes with Todd Kaplan - who is a good friend of mine and also the VP of Marketing for PepsiCo. We talked a lot about how PepsiCo is approaching marketing and using the "challenger" brand approach. Tweet me @garyvee with any feedback or questions!
Timestamps:
Transcript
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| 0:00.0 | If you ask respectfully, like if you're the one, you know, listen, |
| 0:03.1 | do you rock email day times? |
| 0:04.3 | There's people who like inappropriately stand outside my office and do other things. |
| 0:08.6 | That's not going to work if you're making the person uncomfortable, |
| 0:10.9 | if you're not bringing them value. |
| 0:11.8 | But if you respectfully ask, you're putting yourself in a position. |
| 0:15.4 | This is the Gary V. Audio Experience. |
| 0:19.6 | Hey, everybody. |
| 0:21.2 | So we continue our series of interviews here at Can. |
| 0:24.9 | Thank you for everybody listening on the podcast. |
| 0:27.1 | Anybody watching on video? |
| 0:28.4 | It's been a good start. |
| 0:30.0 | We're in date. |
| 0:30.8 | I'm in day two here. |
| 0:32.8 | And we continue the process with a gentleman that I admire quite a bit. |
| 0:37.0 | As most of you know, I rarely have individuals on my show that I'm actually actively doing |
| 0:41.8 | business with because I always think it's a tough spot for them. |
| 0:44.7 | It's a tough spot for me, for the audience. |
| 0:46.3 | But what I've noticed over the last year or two, when you go macro or micro with it at |
| 0:52.6 | the end of the day, what I'm most passionate about is educating the audience, |
| 0:56.8 | giving them insights. |
| 0:57.8 | And sometimes there's a huge advantage of being up close and personal. |
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