On this episode of “Monday Marketing Takes”, Gary sits down with Vice President of Marketing at Pepsico, Todd Kaplan, for an insightful conversation around the shift in the company’s tactics due to the unforeseen circumstances of COVID-19. The company’s mission is to always be authentic and culturally relevant to their consumers, and the original marketing strategy for 2020 was no longer going to achieve those goals. Luckily, Pepsico had the speed to adapt their strategy and messaging to better suit how consumers were feeling. The important lesson here is that having the speed to adapt and change your strategy is essential to a successful business. While it is always good to have a “plan”, the truth is you do no know what could potentially play out during your plan that may require you to adjust or change course. Always be prepared for the unpredictable and have the protocols in place for when the strategy needs to be adjusted in real-time.
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Gary Vaynerchuk is a serial entrepreneur and the Chairman of VaynerX, a modern day communications parent company, as well as the CEO and Co-Founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 4 locations.
Gary is a venture capitalist, 5-time New York Times bestselling author, and an early investor in companies such as Twitter, Tumblr, Venmo and Uber. He is currently the subject of WeeklyVee, an online documentary series highlighting what it’s like to be a CEO and public figure in today’s digital world. He is also the host of #AskGaryVee, a business and advice Q&A show online.
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