BRAVE COMMERCE

When it comes to business, how do you respond to “no” from customers or collaborators? On this episode of Brave Commerce, Todd Kaplan, CMO of Pepsi, joins hosts Rachel Tipograph and Sarah Hofstetter to reflect on the importance of taking risks. 

Kaplan starts the episode by recounting his long career at Pepsi, and how it's kept his attention over the years. He speaks on voicing his opinion fearlessly and helping the company innovate, an example being the recent “Better with Pepsi” campaign. Kaplan also explains Pepsi’s integration with Web3 and their NFT presence. He speaks on the importance of consumer relevance.

Like all of our guests, he also shares some of the bravest things he’s done personally and professionally.

Join Suzy’s Founder & CEO Matt Britton and MikMak’s Founder & CEO Rachel Tipograph for a conversation about shopping trends immediately after two of the biggest shopping days of the year: Black Friday and Cyber Monday. Tune in to learn how consumers shopped this holiday season, what they bought and where they saved, and how brands can incorporate these insights into their 2023 planning.

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With the end of the year approaching, now is a perfect time to reflect on how brands connect with consumers. On this episode of the Brave Commerce podcast, Olga Osminkina-Jones, SVP of Global Category Growth Officer at Reckitt, joins hosts Rachel Tipograph and Sarah Hofstetter to reflect on the importance of value creation.

In this enlightening and emotional session, Olga speaks on the challenges and triumphs of reaching audiences of personal industries like Intimate Wellness. She mentions how stigma and shame keep consumers from the Intimate Wellness category. Through her marvelous journey of self acceptance, Olga is now working hard to de-stigmatize the Intimate Wellness Category.

Olga believes the most important skill for modern-day CPG brands is understanding their consumers. She discusses how brands should not only serve consumers, but also try to change their lives. She hopes that as eCommerce evolves, more and more people will embrace the Intimate Wellness category.

Join Suzy’s Founder & CEO Matt Britton and MikMak’s Founder & CEO Rachel Tipograph for a conversation about shopping trends immediately after two of the biggest shopping days of the year: Black Friday and Cyber Monday. Tune in to learn how consumers shopped this holiday season, what they bought and where they saved, and how brands can incorporate these insights into their 2023 planning.

REGISTER HERE

Hosted on Acast. See acast.com/privacy for more information.

See omnystudio.com/listener for privacy information.

Hasbro President and COO Eric Nyman joins hosts Rachel Tipograph and Sarah Hofstetter to discuss everything from product diversity to how they respond to consumer insights to fostering employee growth and development. Nyman paints a picture with the consumer at the center of everything they do followed by the brands and then the innumerable possible activations for each of those brands. This model helps to empower employees to set their own course for growth in the direction that aligns with their passions.

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You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at [email protected].

Hosted on Acast. See acast.com/privacy for more information.

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Brigitte King, Global Chief Digital Officer at Colgate Palmolive, is an expert and pioneer in the digital space. Brigitte shares her advice for leading a team through a digital transformation while respecting and appreciating the culture of your company.

She describes how teams can work to embed curiosity into their organizations to encourage education and innovation around eCommerce, as well as what to look for when building a curious team. Brigitte also describes using data as a guiding late towards making the consumer journey the best it can be. 

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at [email protected].

Hosted on Acast. See acast.com/privacy for more information.

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Sucharita Kodali, VP and Principal Analyst at Forrester, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss financial business strategy and consumer spending habits. Sucharita shares her thoughts on how consumers are spending despite inflation. She talks about how 2021 is not the best indicator for commerce because of how the landscape shifted post-pandemic, and explains how habits will change over the next year.

Discussing the recent popularity of layaway (or buy now, pay later options), Sucharita talks about the longevity of these businesses with the increasing interest rates. She then talks about delivery services and how these companies can strengthen their B2B relations in cohesion with their B2C product. She stresses the importance of automation.

Sucharita also offers her advice to brands, recognizing the value of alignment between a brand’s eCommerce team and their partners to experience success in eCommerce.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at [email protected].

Hosted on Acast. See acast.com/privacy for more information.

See omnystudio.com/listener for privacy information.

Author Rishad Tobaccowala joins hosts Rachel Tipograph and Sarah Hofstetter to discuss navigating remote work environments. Rishad opens by explaining the value of working from home and how the COVID-19 pandemic forced companies to utilize technologies they had at their disposal to make remote work fully functional. He explains how many companies are quick to come back to the office and return to life pre-pandemic.

However, he feels the new standard should be “2021 rather than 2019” by allowing employees not to have to deal with the tax of coming into the office. He further rationalizes this by discussing the importance of in-person interactions and integrating those interactions with a remote work environment. He shares how companies can best encourage employees to have those in-person interactions and how priority for it varies among roles and experience. He talks about the benefits of hiring in clusters around major cities to promote employee engagement and interaction and closes with some stories of personal experiences in the workplace.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at [email protected].

Hosted on Acast. See acast.com/privacy for more information.

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

See omnystudio.com/listener for privacy information.

Kalen Thornton, Chief Marketing Officer of Gatorade at PepsiCo, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss marketing and product innovation. Kalen begins by explaining his atypical career, being a professional athlete and finance professional, and then applying those skills to his current work in marketing.

As a leader of the Gatorade brand, Kalen shares how his experience as a football player for the Dallas Cowboys has helped him build relationships with the athletes Gatorade works with. Speaking on Gatorade’s Fuel Tomorrow campaign, Kalen tells Rachel and Sarah how Gatorade focuses on giving back to underserved communities and future generations of athletes. Kalen then talks about how this initiative has strengthened the brand’s DTC efforts, stressing the importance of cultural relevance as the brand grows.

In closing, Kalen articulates the full sweep of products Gatorade offers in its portfolio, and how these products help serve a multifaceted consumer’s needs.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at [email protected].

Hosted on Acast. See acast.com/privacy for more information.

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Antoine Borde, VP of Global eCommerce at Danone, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss adding value to a product with the consumer’s needs top of mind. Antoine starts by speaking about how Danone has been challenged and inspired by its competitors. He also explains how smaller and newer brands have an “always on” mindset when connecting with customers.

Recalling his vast experience as an entrepreneur before Danone, Antoine explains how Danone has adopted his mindset of focusing more on the experience they provide to their consumer. He talks about how qualitative and quantitative data can be used to build a brand experience that adds value to a consumer, which is how Danone is able to prioritize effectively with a diverse product portfolio. He discusses how KPIs have shifted lately, leaving more basic performance indicators and moving more towards measuring media value and understanding how a brand is perceived qualitatively. 

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at [email protected].

Hosted on Acast. See acast.com/privacy for more information.

See omnystudio.com/listener for privacy information.

Julie Bowerman, Chief Marketing Officer of Kellogg Company, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss evolving marketing measurement in an omnichannel world. Julie first recalls her experience working for Coca-Cola and how educational it was for her to work there as eCommerce for food and beverage was emerging. Further, she talks about the importance of culture and how she’s bringing that mentality to Kellogg.

Julie explains integrating commerce as a mindset in the marketing journey of a brand. She talks about adjusting to COVID and the discipline the team at Kellogg had to develop. In closing, she stresses the importance of connecting the bottom to the top of the marketing funnel and measuring marketing using but not limited to media mix modeling (MMM), highlighting data and analytics as key indicators for success and strategy. 

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