January 10th, 2008
Edward Boyd, Black Pepsi Salesman, hired in 1947
Edward Boyd was born in California in 1914 and died in May of 2007. He lived a long and productive life. He was a sales leader and understood advertising. Mr. Boyd considered advertising a fantasy and in the late 40’s, a fantasy that excluded blacks.
America was becoming a culture of selling, marketing and consumerism. The black in business role in all this was as a consumer. Unfittingly for us today; the more things change, the more they stay the same! Yes we market and sell but our biggest contribution to the economy is as a consumer.
In the early days of the explosion of commercialization in this country, many corporations did not seek or necessarily want black consumers. For example Ebony Magazine used the black consumer’s embrace of GM’s Cadillac and GM’s discomfort with it part of the war for racial equality. The more things change the more they stay the same. Ask Jayz and his feeling regarding a high priced Champagne whose CEO let it be known he was uncomfortable with Hip Hop’s embrace of their product.
This was the backdrop when Mr. Boyd left the Urban League to become Pepsi’s first black salesman He built a team of black salesman and developed an advertising strategy. Mr. Boyd’s strategy was different than other companies many of whom used actors and athletes. The Leaders of Today campaign featured blacks from various fields. The ads showing black professionals were ordered up by schools and universities because of the positive image they showed us in.
Edward Boyd was a trail blazer and although he left Pepsi in 1951, Pepsi is still the preferred cola by many blacks. His remarkable story is one to know. He and Jackie Robinson broke color barriers around the same time in the same city. One could argue Boyd’s accomplishments were no less important to America. Keep Hope Alive!
January 12th, 2008 at 12:50 am
I think one of the biggest challenges today is reform, so many things that were good, is now proven to have serious side effects. The leaders of today are the ones who can blaze new trails, not just in selling what people want but what they really need for their own good, despite what the naysayers say. It’s a real fight alright, but it could be a dance, making people fall in love with the new ideal, the better way. Isn’t that what marketing is ultimately about? Changing the status quo?
January 14th, 2008 at 2:45 pm
Jo, that is marketing, to change the status quo, means to understand your cilents needs better than they do and then prove how and why the change is better for them. Thanks for the comment
January 17th, 2008 at 7:55 pm
…herein lies a significant part of
the problem.
[ Our needs vs our wants.]
Today’s marketing practices of some
of today’s businesses only compounds
the problem.It has been duly noted
that we are the most marketed to
generation of all-time.
However, most of the marketing
is geared towards our wants,not our
needs.Therefore,over 65% of the
public have been conditioned to feed
their wants instead of their needs.
Now, we’ve got to go back and
unbrainwash them on the differences
between a need and a want(if their
minds can’t even conceive it,they’re
less likely to believe it,which is
reason why it’s so hard to achieve
it).
- garry b
(ftp)-that be
January 18th, 2008 at 12:36 pm
Garry, the way things are, most of us are going only be able to buy our true needs, we will no longer be able to afford wants. Sales people will need to probe better and care about meeting the needs of their prospects. Thank you for your profound comment
February 5th, 2008 at 11:23 am
thank you, very intrisnting
http://www.blackinbusiness.org/2008/01/10/edward-boyd-black-pepsi-salesman-hired-in-1947/#comments
February 29th, 2008 at 6:52 pm
Yes there is still a long way to go. It’s amazing the amount of impact one man could have on cola market.