Magazine article Management Today

Brainfood: Speaking out - Todd Stitzer, CEO, Cadbury Schweppes

Magazine article Management Today

Brainfood: Speaking out - Todd Stitzer, CEO, Cadbury Schweppes

Article excerpt

At a recent business summit, US lawyer-turned-CEO Todd Stitzer was quick to launch us into a four-minute video of the life and times of Cadbury Schweppes. Some of the audience found the music cheesy, but it set the scene for Stitzer, who offered insights into what makes his brands some of the most powerful in the world, in a carefully crafted, scripted speech. Although his style is a little buttoned-up, he was eager to share real ideas.

He imparted genuine 'news you can use' and gave practical management insights into how the company had reorganised around its brands to drive efficiencies and bring variety to the consumer through techniques such as master branding.

Stitzer's notions were simple, but everyone knew what he was driving at. There was humour too, with examples of advertising gaffs such as the way in which a British vacuum cleaner company tried to take America by storm with the slogan 'Nothing sucks like an Electrolux'. …

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