Frank Cooper, Chief Consumer Engagement Officer, PepsiCo
Pepsi Pushes Social Graphs to Help Consumers Build Identity and Brand Loyalty
Frank Cooper, Senior Vice President and Chief Consumer Engagement Officer at PepsiCo Americas Beverages, believes the approach markers have been taken for the last 75 years is no longer relevant. Today brands need to add value to our lives. “We remain in the middle of a brand marketing crisis,” Cooper says.
Marketers need to create what Cooper calls ‘identity value’. The current brand marketing model is broken but Cooper and other forward-thinking marketers think it can be fixed and even become more relevant than ever. The trick is for marketers to go the extra mile to be sure their brands are servicing consumers in a relevant manner. Marketers should focus on how digital technology allows consumers to relate to brands in ways historically not possible. The goal is to discover opportunities to add value to the lives of consumers’. “As marketers, we need to create meaningful experiences for consumers, not just sponsor content,” Cooper states.
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