On the heels of our recent brand relaunch, and even leading up to it, the team here has had some spirited discussions regarding successful — and some not so successful — rebranding efforts. We’ve talked about the good, the bad, and the ugly. For me, one of the most successful brand reinventions over the course [...]
This has to sting a little. After 48 years, Pepsi is switching creative firms for branding and communications. NEW YORK PepsiCo is shifting lead U.S. creative duties on its flagship cola brand as well as Diet Pepsi from BBDO to TBWA\Chiat\Day, Pepsi said today. Major media spending on the Pepsi and Diet Pepsi brands exceeded $90 [...]
Pepsi is changing their look…again. It seems like Pepsi updates its logo and branding every 10 years or so….while Coca-Cola stays relatively consistent (unchanged, even). In my analysis, Pepsi is playing the part of second-fiddler quite aptly, always looking like the company trying to catch up to the leader of the pack…and that’s not necessarily [...]
