Viral brand-building is top of mind for many C-suite leaders around the world and for Tom Hayes, CEO of 90-year old Ocean Spray this is no exception. But what does it really mean to be at the forefront of culture? How do you find the balance between innovation at the pace of culture and consumer-centricity.

In this very special episode of The Business of Marketing Podcast presented by SAP, Toby and Tom sit down to answer these questions and more. They'll unpack the moment when the viral "Dreams" TikTok took the scene, now with over 81 million views and 13 million likes, how the company is preparing for its next 100 years, and offer actionable tips for juggling the demands of platform and technology adoption and growing with your consumers.