Two approaches to future-proofing from the BBC and PepsiCo

Brian Carruthers

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Two approaches to future-proofing from the BBC and PepsiCo

Brian CarruthersWarc

Legacy brands fear the threat from upstart digital disruptors, but even the digital disruptors have to keep looking over their shoulders - MySpace is a salutary example of what can happen to a brand that doesn't think about what happens next. When it comes to future-proofing, no-one can ever rest on their laurels. In many respects that has always been the case, but what is different now is the speed at which change takes place: brands and businesses need to be agile as never before. And if they're...

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