American executive who defected from Coca-Cola to become Pepsi's CEO from 1950 to 1959, transforming the company's image through aggressive advertising and his marriage to Joan Crawford, who became a brand ambassador.
Transformed Pepsi from a budget brand into an aspirational one by upgrading its packaging, distribution, and marketing — and by marrying Joan Crawford, turned celebrity brand association into a systematic marketing strategy.
No recorded minds influenced.
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