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Branding

Promotional advertising is a pivotal part of a consumer good product’s go to market strategy. In recent years, digital media has acquired a larger share of those budgets. Pepsi and Coca-Cola have both stepped up their online efforts to include social media.

The way in which each brand integrates social media efforts with promotional advertising and public relations say a lot about the personality of the company and its culture.

The Pepsi challenge

Of the two giant beverage brands, Pepsi is the one that seems to have had the greater identity transformation, although, seen side by side, they seem to have borrowed significantly from each other. Pepsi’s logo is perceived to have changed more dramatically over the years. Thanks to brand new, you can see how the earlier chart that was making the rounds spoke to perception.

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Good Brands have Zen-like Focus

by Valeria Maltoni · View Comments

in Brand Strategy

PSFK’s Good Brands Report 2009 highlights the fundamental ability by these companies to pursue their daily business commitments, be responsible, innovate, and be social while they retain Zen-like focus on what they’re about.

The report highlights several characteristics used to rate and rank the top 10 brands. Utility, experimentation, design, community and listening, to changing the model, going beyond the 30-second ad and prioritizing the environment all made the cut as desirable business traits and behaviors. Being helpful is the new black – utility is a call to operate as part of a system or context and understanding how to behave or your role and contribution within it.

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