One Identity - Multiple Emotions

By now you probably know that last fall Pepsi decided to redesign their logo. The new logo, with a white band in the middle, now loosely forms a smile (their words, not mine) and is reportedly based on the tag “One identity, Multiple Emotions.” This logo and theme is central to Pepsi’s rebranding strategy, which they will roll out over the next three years at a cost of approximately $1.2 billion. In fact, it has been reported that Pepsi’s ad agency, the Arnell Group, was paid in excess of $1 million dollars for its services on the redesign.

If you would like to read more about creation of the design, please take a look at a document that has circulated the internet that is supposedly the Arnell Group’s “Breathtaking” design presentation to Pepsi.

Like me, you may be asking: Why?

Pepsi-Cola was first made in New Bern, North Carolina in the United States in the early 1890s by pharmacist Caleb Bradham. In 1898, “Brad’s drink” was changed to “Pepsi-Cola” and later trademarked on June 16, 1903. Pepsi is iconic in the history of American business and culture. You may love Coke, but at some time in your life you have taken the “Pepsi Challenge.”

So again: Why?

I asked myself the following questions:

• Does Pepsi think the new logo will make people buy more of their product?
• Was Pepsi trying to keep up with Xerox Corp. and Anheuser-Busch who recently have upgraded their graphics?
• Is that really a smile?

But then it struck me, maybe there is a simple reason.

I think Pepsi may have felt that although everyone knows their name and product, they wanted people to start talking about them again.

• The new logo has put the company and their brands in the news and attracted attention in a very crowded beverage market.
• The new logo has generated buzz in the industry, the general press and on the web.
• The new logo makes you do a double take in the grocery store or when looking at their ads.
• Also, unlike the “New Coke” fiasco, Pepsi’s actual product has not been altered.

If my hypothesis is correct, the new design is a success. Whether the effort and expense of their branding campaign pays off in the long run only time will tell.

Now you may be asking yourself, how does this relate to my company? Although you may not have the resources of Pepsi, you too can freshen your brand. This may mean your company image or your actual products. Your website gives you the ability at any time to “freshen” or “rebrand” your image. With a limited investment, by freshening or updating the look and feel of your website you can create a buzz with your existing client base while also attracting new customers.

If you are interested in Progressive reviewing your website for free and offering our recommendation on improvements, we invite you to call us at 682-4990 or Email Us.