It's time for change. No, I'm not talking about the presidential election here. I'm talking Pepsi's brand new look. Love it or hate it, Pepsi is changing its logo. And, the branding experts are loving it. Even Peter Shankman - a favorite marketer of mine - is talking about the new Pepsi look.
So, here's the evolution...
Millions of dollars went into this? And, marketers are saying that it will cost hundreds of millions to roll out the new look.
Hey! I believe in marketing (obviously) and I've seen it work. But, I'm still baffled at why brands spend millions to change a perfectly good logo. Call me crazy, but the o1987 or even the 1971 logo worked fine. In fact, I would have suggested bringing back the old 1971 logo so that people can harken back to the good old days of the last recession. Kidding about the link to the recession, but totally not kidding about the bringing back the logo.
The new logo is hip and trendy. But, like my mother always said, buy classic looks because it will never go out of fashion.
I couldn't agree with you more. Pepsi faces a dire, existential challenge: people don't drink as much cola as they used to, and the trend is going in the wrong direction for the business...
...so their marketing strategy is based on a new logo?
Posted by: Jonathan | 29 October 2008 at 05:10 AM