PepsiCo's Formula for Building Enduring Brands with Mark Kirkham

Building enduring brands in the competitive CPG landscape requires balancing timeless marketing fundamentals with a culture of constant innovation. Mark Kirkham, CMO of PepsiCo Beverages U.S., highlights that while AI and evolving media channels transform the "how" of marketing, the "what"—core brand strategy—remains consistent. Innovation functions as a mindset rather than a product-focused output, demonstrated by Pepsi’s agile testing of new offerings like prebiotic cola and collaborative content models. Effective leadership relies on trust, transparency, and tenacity, with a commitment to developing talent and leaving organizations stronger. As traditional agency-of-record models decline, success increasingly depends on project-based agility and the ability to synthesize diverse professional experiences, such as research, analytics, and global brand management, to drive meaningful consumer connections.