Tuesday, April 4, 2017

BTW, This PepsiCo President Praised Caitlyn Jenner's "Remarkable" Rebranding Back in 2015

Act I:

"Corporations often spend millions of dollars to secure celebrity endorsements. But commercial campaigns can be wiped out overnight if a celebrity says the wrong thing or their image changes."
Act II:
Mr. Jakeman said he struggled to come up with any examples of "disruptive" changes in the "world of commercial brands."

So he turned to the example set by Caitlyn Jenner, praising the way she "managed her transition … figuratively and literally as a brand." The process -- from the Diane Sawyer interview to the Vanity Fair cover -- was thought-provoking, authentic and profound, he said. "This was something that the world was talking about, and the world has continued to talk about."

Then he posed a question to his fellow marketers: "Have we done anything with our brands that is in any way as remarkable as the way Caitlin Jenner, and that phenomenon, has been managed?"
Act III:
PepsiCo's 4,000-square-foot content creation studio is in the heart of SoHo and is overseen by Brad Jakeman, president of PepsiCo's global beverage group. The space includes a 2,300-square-foot, multiuse recording studio, five editing and production bays, and a theater-style screening room with 10 oversize leather chairs.

Mr. Jakeman envisions the space being used not just for brand content, but for broader projects that include brand-agnostic content via distribution deals with film studios and online publishers. His goal is to sell enough unbranded content to cover the costs of creating ad content.
Act IV:

(also, there was that one time I went to the B96 Pepsi Summer Bash five years ago)

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