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Performance with purpose: The PepsiCo challenge
Journal of Brand Strategy,
6
(4),
328-355
(2018)
Abstract
Nothing is more challenging for a business leader than trying to change the culture of a company. Indra Nooyi came into the position of chief executive officer (CEO) at PepsiCo with an agenda to significantly change the company, its processes and its culture. To implement her game plan, she expertly managed the PepsiCo corporate brand through strategic communications and articulated a consistent vision to her shareholders, customers and employees. When Nooyi presented a bold agenda to a well-entrenched culture, any weakness in fortitude or financial performance would have quickly spelled doom. Now, with more than a decade of communicating her mantra of ‘Performance with Purpose’, we have the luxury of examining her performance and her communications effectiveness. Leveraging the corporate brand to build a strategic platform for growth is one of the most underutilised tools available to the CEO. Nooyi is an expert at keeping the message clear, concise and consistent over time. This paper presents Indra Nooyi in her own words.
Keywords: PepsiCo; Indra Nooyi; vision; leadership; strategy; communications; intangible assets; brands; corporate brand; brand equity; brand purpose; corporate strategy; management; ethics; sustainability; financial performance
The full article is available to subscribers to the journal.
Author's Biography
James R. Gregory is the chairman of Tenet Partners, a global brand strategy and innovation firm, and is also a senior fellow of The Conference Board. He is a leading expert on measuring the power of corporate brands and the resulting impact on the financial performance of the company. He serves on the Board of Trustees of the Virginia Commonwealth University Foundation. He is also a doctoral candidate at the Muma College of Business at the University of South Florida. James has written five books on brand strategy and management, including his most recent, ‘POWERHOUSE — The Secrets of Corporate Branding’.
