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Pepsi Branding: Confusion or Strategy?

By Rick

Much has been made of PepsiCo’s branding remakes this year. The Tropicana orange juice rebrand was widely panned, forcing the brand to go reverse course and go back to what didn’t seem to be broken after sales plunged. Along with consumers, designers weren’t crazy about it either. The Gatorade rebranding (to G) seems to have... »

"These brands belong to the consumers who love them everyday"

By Rick

The quote in this post title is not from some Social Media Expert, or branding consultant. It’s from Katie Bayne, Coca-Cola North America’s Chief Marketing Officer, and it’s from a new Microsoft ad: Can you imagine the CMO of Coca-Cola, say 30 years ago, making that statement? How about the CMO from 10 years ago?... »

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