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Pepsi Branding: Confusion or Strategy?

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... »