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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If you’re still working on figuring out search engine and page optimization, this post may not be for you. SEO and page optimization are still all about sites as destinations. That theory that says people will need to come to your place and you’ll do your best to have them stick to it. However, with social – and especially real time – we have people at the center. Their online presence and interactions create the connection, not any one specific place.
Which means that the context where your brand lives will be even more situational than it’s been in the past. All the hard work of deciding what the company or product story will look like needs to take place at the development and the service delivery stages, not just in the promotional phase. Owning your brand, it turns out, equals revealing the real core of the company – the real “it” through the real you.
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