The Power of Marketing
Dawn Hudson speaks with electricity about the power of marketing and the influence of product branding on an industry or organization. With more than 20 years of strategic brand-building experience behind some of the world’s best-known consumer products, she shares insights with audiences on positioning and the authenticity of brands. She discusses understanding a product or service’s target landscape and benefits and how organizations now need to give brands a personality. With the rise in technology and social media, consumers expect to have a deeper relationship with brands. It’s no longer enough for a product to just do it’s ‘job.’ Brands need to stand for something. They need to have values and a ‘soul.’ Hudson shares stories from her time at Pepsi and the NFL while addressing the strategy behind a brand’s point of view, including how its authenticity is reflected in its parent company and how that translates into culture and values for the organization. She also shares insights on how to turn adversity into an advantage (she views marketing as one of the best weapons to beat consumers’ growing disaffection for 30-second TV ads) and the freedom and flexibility that offers an organization. Energetic, engaging, and informative, her near-photographic memory allows her to present material in a highly-engaging and extemporaneous manner, connecting with audiences. Given her influence with many top sports execs, Hudson also brings years of savvy to every presentation.
Marketing to Taste
Every company wants the best product possible, but in the food service industry, products are made up of flavors and consumers each have their own palette. Dawn Hudson tackles the issue of how to reconcile the issue of product superiority (creating a product that tastes the ‘best’) when taste is a highly individualistic experience. She believes the answer lies in marketing. Most consumers buy food and drink based on a combination of taste, marketing, and emotional connections to a brand’s personality rather than taste alone. Hudson shows her audience how to create a strategy around taste that is consistent with brand value and allows a product to grow.
Building a Global Brand
Dawn Hudson shares stories from her time at PepsiCo while discussing what it takes to move a product into the global arena. From what kinds of product localization is required to the differences in positioning based on cultural and societal values, she takes her more than 20 years of global, strategic brand-building experience and applies it to her audiences organization or industry.
Why Book Dawn Hudson?
One of the most important female marketers in sports, Dawn Hudson is the chief marketing officer at the National Football League and the former president and CEO of Pepsi Cola North America. She helped revolutionize marketing and tie-ins with sports organizations. During her 11 years there, Pepsi’s sponsorships included NFL and Major League Baseball deals, along with Mountain Dew’s support of action sports. From the “Joy of Cola” to the return of the “Pepsi Challenge,” her impact on advertising and communications within the beverage industry is legendary. Under her leadership, Pepsi also maintained its status among the most purchased brands in the country. She has had an enormous impact on our lives as consumers, television viewers, and beverage drinkers.
A veteran marketing and advertising executive, Hudson has more than 20 years of strategic brand-building experience behind some of the world’s best-known brands, and she is a champion of smart innovation and growth. Exclusively represented by Leading Authorities speakers bureau, she speaks with electricity about the power of marketing and the influence of product branding on an industry. She shares insights on turning adversity into an advantage (she views marketing as one of the best weapons to beat consumers’ growing disaffection for 30-second TV ads), building a global brand, and creating a diverse workplace. Energetic and engaging, her near-photographic memory allows her to present material in an extemporaneous style so she can connect with her audiences. Given her influence with many top sports execs, Hudson also brings years of savvy to every presentation.