Think Outside of The Brand

2024

Brand & Creativity

“Think Outside of The Brand”: Chief Marketing Officer at Pepsi Todd Kaplan presents at New York University for AEF’s Future of Marketing Leadership Conference. Todd shares how Pepsi understands their consumers’ needs and behaviors and infuses those needs into the creative process to drive brand affinity. He walks through the origins of a legacy brand and its historical relevance to the history of marketing in order to build ideas that are “culture first” and reimagine the traditional agency/client models. Through embracing the power of organic media, establishing new content, and designing dynamic brand experiences, Todd captures how Pepsi continues to be a brand that expresses the cultural essence of the era.