John Sculley, the former CEO of Apple and PepsiCo, will speak on “Globalization: The Future of American Brands” on Wednesday, Feb. 26 at 6 p.m. at Fairfield University’s Quick Center.
The talk is open to the public, with tickets at $30 per person. The presentation is sponsored by the Marketing Club of Fairfield University’s Charles F. Dolan School of Business.
During his presentation, Sculley will share insights from his career at two American corporations that have proven to be visionaries of building brand awareness. Both Apple and PepsiCo market their products around the world and are considered advertising juggernauts.
After transforming Pepsi into the largest packaged good in the United States, Sculley was recruited by Steve Jobs to be chief executive officer of Apple, and the company went on to become the largest seller of personal computers in the world.
A ‘new middle class’ is emerging
“I believe an entirely new middle class is taking shape and it will become the biggest definer for building billion dollar businesses,” Sculley said. “But we are now talking about a very different middle class and a very different economy.
“For our new middle class,” he said, “Amazon is replacing Wal-Mart as our aspirational model of a store with exceptional price-value combined with superb customer convenience.”
Innovative marketing campaigns
Sculley led Pepsi to become the largest selling consumer packaged goods company in the United States, with innovative marketing campaigns like the “Pepsi Challenge.”
He was the first big brand marketer to go to Silicon Valley when he joined Apple in 1983, where he worked for the next decade. Apple’s 1984 Super Bowl advertising campaign was inspired by Pepsi’s groundbreaking work in “experience marketing.”
After leaving Apple, Sculley has mentored many entrepreneurs. He has invested in start-up technology companies, helping guide their growth.
He now is a frequent guest on CNBC, Bloomberg TV and Fox News. The New York City native earned a bachelor’s degree from Brown University and an MBA from the Wharton School at the University of Pennsylvania.
Building a consumer brand
Donald E. Gibson, dean of the Dolan School of Business, said Sculley’s talk will serve as a dynamic classroom not only benefiting students, but business professionals, entrepreneurs and consumers.
“This will be an up-close opportunity to learn from a business leader who helped set the gold standard in how to market the world’s most popular products,” Gibson said.
“There will be invaluable lessons on how to build exceptional customer experience services, how to measure customer-driven business success, and how to build a consumer brand,” he said.
How to get tickets
Purchase tickets through the Quick Center box office at 877-278-7396 or online at www.quickcenter.com.
The Regina A. Quick Center for the Arts is located on the Fairfield University campus, with the best entrance being the Barlow Road gate at 200 Barlow Road, Fairfield (near Exit 22 of Interstate 95).