Marketing, E-commerce and Digital Design, Product Management, Brand Development, Design, Advertising and Consultancy

'Don't go dark': Ex Apple and Pepsi exec John Sculley offers pandemic brand-building tips

on Jun 17, 2020 | 0 comments

By John McCarthy

Businesses are studying history’s great recessions and downturns to understand how to navigate the Covid-19 fallout. John Sculley, former Apple chief executive and Pepsi president, and a tech investor, has seen his fair share of business challenges. As part of The Drum’s Can-Do Festival, he shared how to build a brand when others shrink at the challenge.

Keep on advertising

The 83-year-old’s first piece of advice rings as true in a recession as it does in a pandemic: keep on advertising. This reflex, as evidenced by the studies of Peter Field and Les Binet, exists for several reasons – cheap Read full story ›

Source: The Drum