Sunday, January 25, 2009
So the other day as I'm picking up a few things at the grocery store, I notice that Pepsi has gone through a 're-branding'. I know a lot of you know my position on 're-brands' so it's no surprise that I'm no fan of this particular 're-brand'.
Brand equity is a combination of years and years of actual experiences with your company, general reputation in the market place, and recognition of many, many visual impressions (to name a few factors). Why would anyone change their visual identity that has had millions, upon millions of impressions in the market place?! I can see a 'touch up' if the company is so inclined to mess with the identity but something so drastic as this?:
Worse yet? Each product (regular Pepsi, Diet Pepsi, Pepsi Max) has a variation to the logo... a variation drastic enough to fragment their millions of brand impressions that they are about to put into the market place! Having the logo be dramatically different from the well-known previous logo is bad enough, but this?!!!
When your company is in need of a 're-brand', please resist the urge to think that this means you need a new logo. A re-brand is more about your messaging, who you put it front of, and how you put it in front of them and much less about the 'art'.
Update Friday January 30, 2009 9:56pm
At our weekly meeting our team spent some time discussing the Pepsi rebrand. Andy Gerbing, our Creative Director, shared with the team that his research uncovered that the Pepsi re-brand is connected to their "Refresh Everything" initiative. An initiative that aims to, literally, 'refresh everything' - all Pepsi products, marketing, community involvement... everything.
It also seems that they are doing everything they can to align themselves with the recent Obama campaign of "change"... "jump on the bandwagon" so-to-speak. They are saying they want to help "refresh America."
What they fail to realize is that you can't buy a reputation (synonym for "brand"). If you want be known for a 'thing' then go out and be that 'thing'... FIRST! If they want people to see Pepsi as ambassadors for change in America, then go out and do something really amazing and start to make change in America. Imagine if they resisted the 'fluff' (logos, websites, ad agencies, in-depth studies, package updates, etc.) and put the same amount of effort and money into doing something truly amazing to help children in underprivileged neighborhoods or disabled veterans or single mothers or battered women or... How much more favorable press would Pepsi be receiving? With the amount of money Pepsi is devoting to their 'refresh' doing something amazing was truly possible. Instead a major chunk of that money went to the 'fluff.'
Be genuine... live your values day after day, year after year. Your reputation will grow and people will know it's honest. It takes time, patience and persistence. Learn from Pepsi - you can't buy a reputation.
Call us at 800.590.3064 or complete this simple form and we will contact you ASAP!
Thank you for your inquiry.
We will be in touch with you shortly.
Stay up to date with marketing news & company happenings.
© 2010 Elevator Marketing Store Terms & Conditions Site Search Powered by Elevator CMSx Partnership Opportunities
