John Sculley Opens HITEC 2001 - Summary Of Keynote
John Sculley, partner, Sculley Brothers LLC, started off HITEC 2001 with a captivating speech covering his marketing strategies during his years as a head of large companies to now taking an advisory role with early stage companies that have exciting growth opportunities. Sculley was Pepsi president and CEO from 1981 to 1986, and afterwards CEO of Apple Computers through to 1993.
Sculley's speech, "Distinguished Recognition: How to Utilize Technology to Market Effectively," discussed how the successful assimilation of Internet technology and branding is key to making an organization distinguishable in the hospitality industry. He explained how you should change the ground rules to your advantage. He used the example of when he was at Pepsi and created the Next Generation campaign. At that point, Pepsi had less money than Coca Cola but changed their attitude so they acted like number one. The Next Generation campaign was one of the first campaigns to market a lifestyle, and in fact passed Coca Cola as number one in market share in the US, as measured by A.C. Nielsen.
Sculley also reviewed the impact recent innovations in technology have had on the hospitality industry consumer markets, and revealed some of the concepts his companies are developing for the millennium ahead. He explained that the direction companies are heading is in the hands of the consumers, and not the executives.
Read a profile on John Sculley, as well as his responses to an interview from the June/July 2001 issue of The Bottomline. For more click following link: