It’s All about Getting to the Future First
Un interviu excelent cu Kevin Roberts, realizat de cei de la Wharton University.
Kevin Roberts este CEO Worldwide la Saatchi & Saatchi inca din 1997, si este cel care a inventat si dezvoltat conceptul de “lovemarks”. A fost si CEO Pepsi-Cola Canada.
Interviul poate fi gasit aici:
http://www.youtube.com/watch?v=ALzxRMw2R5o
Cateva din ideile expirmate:
- TV will be the absolute dominant screen in the world.
- The whole idea was that “If you wear Nikes you can be like Mike,” which was a very aspirational thing for many people. That’s how the “lovemark”started for Nike. And, of course the only purpose to create a “lovemark” is to charge a premium. Brands were invented to charge premiums…. Jordan went from $70 sneakers, as you’ve said, to selling $200 Nike Air Jordans.
- when you were the CEO of Pepsi-Cola Canada, during a presentation, you actually had a Coke vending machine brought onto the stage and you took out a machine gun and blasted away at it.