Pepsi Live for Now – Single Serve New Bottle
There is always room for innovation and yet too often we see businesses that seem motionless. One reason why businesses fail is because they don’t “change with the times”. In other words they use the same marketing tactics over and over again. Those strategies may not work years later and as a result customer’s can lose interest. PepsiCo, however, is an example of a company that continues to rebrand in order to keep up with the needs of their consumers. As Americans become more health conscious, the soft drink industry has taken a major hit and they are feeling the effects. So Pepsi decided to change their image by starting the Live for Now campaign.
“Pepsi has always inspired people to embrace the ‘now’ by being at the epicenter of, and helping to define, pop-culture” as stated by a PepsiCo spokesperson. Pepsi recognized that something had to change because it was evident that the demand for sugary drinks was declining. One of the changes Pepsi made was to their bottles. For the first time in 16 years Pepsi changed the design of their bottles and the size. They are now making a single-serve bottle. The new bottle goes along with their line of healthier options including Diet Pepsi, Pepsi MAX and Pepsi NEXT. Not only does this say to the consumer that “we hear you” as people become more cognizant of their sugar intake, but it also speaks to how Pepsi has heard the concerns of their consumers.
So often we see companies waiting until they start to lose business before they make a change. Rebranding can often be just what a company needs. Rebranding can breathe life into a dying business. What better way to appeal to your consumer than with fresh, new and innovative ideas? Custom business gifts are great tools to use in order to help your business stay current. Many business owners cannot afford something like the Live for Now campaign, but they usually can afford to update their marketing strategy or corporate identity.
Logo items are a great place to start when considering how to update marketing. Pepsi changed its bottle design to meet the demand of a more health conscious public. Maybe instead of giving out the traditional wall calendar every year you could give a promo gift that is more current with the times like a laptop sleeve. Just like Pepsi something so small becomes a game changer. Most people carry their laptops around all of the time so they will constantly see your logo. It will be visible to people at the coffee shop, office, or on the train too! Branding your image on promo items like electronic cases that are often used will make it more appealing in an ever changing world.
6 Reasons Why Rebranding is Necessary
1. Relatability
Consumers need to feel like companies are relatable and this helps them to stay relevant to their target consumer. Keeping up with the times and keeping pace with changing customer needs (e.g. accessibility, changing trends and technology) shows the consumer that your company is not scared of change and growth. An outdated brand could be seen by their consumers as old-fashioned and with that they run the risk of becoming stagnant which also could lead to loss of market share.
2. Outdated Image
One of the most common reasons for rebranding is modernization. Over time brands can be seen as outdated. One example of this would be Blue Bonnet Margarine. As times changed so did the branding and they started to offer a healthier In many cases updating may not be the main reason a company changes its logo or image, but a more modern image is often one of the motivations behind a rebranding project.
Blue Bonnet Rebranding Example
3. Innovation
Technology evolves daily and there is no way for most people to gauge how fast the world is changing because of it. Technological brands are those that are related to software, hardware, the internet, satellites, etc. and for a company with products that offer constant innovation a rebrand should follow the rate of change of their product.
4. Developing a Corporate Identity
Not long ago the majority of organizations were regarded their logo as the primary base for their corporate identity. Because brand elements such as photographic style, visual language and a secondary color palette had not been defined yet it meant that there was a great deal of liberalism when it came to the corporate identity. The result was that the brand’s visual image usually became messy. In cases like this, further development of an organization’s corporate identity is something that must be addressed to ensure branding will remain consistent and recognizable.
5. Competition
The World is moving at a rapid pace and with things being as competitive as they are, your company may need to rebrand in order to change how they offering their products to the market, give consumers a more compelling reason to buy their products and once again grab the attention of their target audience. Rebranding is also a way to block or outmaneuver the competition.
6. Reputation
Although not a reason most companies want to admit, but a bad reputation is definitely a reason for rebranding. If a brand has lost its’ good reputation with its’ target audience it could have a serious impact on business. Rebranding can help ensure that negative associations with the brand are dispelled. For example, after allegations came out about Tiger Woods’ personal life many of his sponsors dropped him as their companies spokes person, they saw that rebranding as a necessity.
How has your business used Rebranding to update your company’s promotion?
Did it make your business more successful?
I think its interesting to see how branding and company images have changed over time. I’m certain that I will ‘rebrand’ my image as time passes and I grow into other markets and ideas.
Stephanie I. recently posted…Enter Daily! Schwebel’s Ultimate Backyard Barbecue Sweepstakes
Branding is who you are and if we don’t keep up with the times, someone will and our brand will become stale. Thanks for your input
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
I agree that sometimes a fresh image is what a company needs to catch the eye of new and return customers. I’m definitely going to keep that in mind for my business image.
Angel recently posted…Homemade Fabric Softener
As they say knowledge is power. Good luck with your new business image
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
This is a great article. It reminds all of us that we cannot stand still while the world around us is constantly changing. PepsiCo is the perfect example of how and why there is a need to keep you brand fresh.
Edward Reid recently posted…The Journey From Barney to Music Superstar
I see what has happened in the last 50 years when my world of branding was “Leave it to Beaver”. Yes the world is forever changing. Thank you for your comment.
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
Good points, Arleen.
Re-branding is essential but it has to be done in an astute way. Look at how GAP failed when they went too far.
You have to stick to your brand and image and just update slightly so it doesn’t look like a new brand. One excellent thing to do is add CSR and sustainability. Customers all over the world prefer to buy from companies that care about the environment, society and poor and vulnerable people.
Catarina recently posted…Are you into diagnostic thinking?
I agree with you. When we changed our brand we were careful not to make too big a change that our customer’s didn’t recognize us. The transition was smooth. Thank you or your input
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
Rebranding is indeed a huge part of a modern companies image needs. Many get it right, some ignore it, and others fail. But the points you are make are completely true, you can’t ignore it and stagnate, as competition increases, perceptions change and some things just look old. Websites are a classic example of this, and so many companies ignore it.
Ashley F recently posted…Twitter for Beginners – Quick Guide
I agree, websites are a great example. They have to constantly change in order to keep up with technology. Thanks for your comment.
Susan Bigan recently posted…Fast Food Chains Take On a Greener Corporate Responsibility
I remember when I started by business in 1991 on the internet and there were not many companies selling promotional products. As time went by the internet was flooded with them. I had to rebrand to keep up with the competition. You are so right about websites ignoring the importance of rebranding. Thank you for your comment
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
I am just dipping my toes into the business world, and this is important for me to think about. I’m more in the “branding” phase and haven’t quite reached “rebranding”, but these are great ideas to remember!
Sarah recently posted…Sugar Fasting Again!
Branding or rebranding, a lot of the same rules apply. Keep it current and attractive yet simple so that it’s memorable. Good luck! Thanks for your reply.
Susan Bigan recently posted…How do you turn Insomnia into Branding?
The evolution of advertising images over the decades is something I enjoy since I developed an interest in semiotics some years ago. Nothing is worse than an outdated image, and it would be nice if Disney would fully embrace that. The new image of Merida may have been removed, but the doll they are selling looks too perfect. The marketing of dolls in general says volumes about society.
Jeri recently posted…Book Review: The Round House by Louise Erdrich
It is interesting how advertising images have changed over the years. Years ago white bread was something that every home had to have. Today if it not whole grains, then you are eating something that isn’t good for. Advertising image has to change over time but it is interesting to see the evolution.
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
It’s amazing what a change in brand can do to rejuvenate an organization. It’s not that it’s the only thing to do, but it makes a much bigger difference than most people think. It forces the staff to consider the brand again and it pushes clients/consumers to rethink the brand. Imagine the impact of giving a technology focused gift to a client who thinks a brand is old fashioned? It changes the context and opens up conversations. Great post.
Tweaking your image can rejuvenate an organization. That is why many manufacturers use the words “New and Improved”. Who knows if they did anything, but it does get your attention
Arleen recently posted…‘Ship My Pants’ How far can you push humor in your marketing campaign?
I haven’t updated my brand image, however in my past life I was involved in many. Often the rebranding came about because of the need to reposition the brand to make it more relevant to the target consumers. Good tips about when it is needed.
Susan Oakes recently posted…Grow Your Business. Simplify The Customer Experience
Not everyone needs to rebrand, as it really depends upon where you want image in today’s world.
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
I think branding should be a constant evolution.
Trinidad recently posted…Top 10 Beauty Products Under 10 Bucks – Summer Edition
In this world we are for ever changing and change is good
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
Excellent points about branding. But when I worked in advertising, some clients simply got bored with their brand and decided to change for change’s sake when their customers still loved the brand just the way it was. It’s important to become aware when a brand grows stale, but change your brand only after careful study.
Jeannette Paladino recently posted…Is the Term Journalist Passé As Writers Become Curators of Content?
Getting bored with your brand is not a good reason to make a change. I agree that you need to understand why there is a need to change it in the first place
Arleen recently posted…When is a Cup More than a Cup? Ceramic Red Solo Cup
This isn’t something that I think of often but it is definitely important in the business world. I think some people get stuck thinking their branding is the only branding they can have and they just sit and wait to go down with the ship. Other people wait until it’s too late and yet others jump too early and confuse their customers. Timing is really everything–sometimes.
MK Slagel recently posted…How to Make your Own Good Luck
How many times do we hear timing is everything
Arleen recently posted…Fast Food Chains Take On a Greener Corporate Responsibility
I believe that re branding or updating your logo is a way to show people you are moving forward. It shows that you are trying to be fresh and up to date.
Elizabeth Scott recently posted…Time Management Keep your plate from overflowing.
If you don’t move forward you will be left out.
Arleen recently posted…What Mom Can Teach Us About Customer Service
I think branding should be as fluid as possible, changes should be subtle and intuitive. Yes, sometimes you do need to overhaul a website or logo, but otherwise it should be a natural progression, as we grow and times change. Easier said than done, I know!
Krystyna Lagowski recently posted…What would Peggy Olson do?
Branding is something that can either make or break an organization or product. I like those products that can show an evolution in their thought, to demonstrate that they recognize that both time and technology change. Those organizations that can be transparent with how they do those things I believe are successful. On the other hand, with personal branding the story or evolution is not as easily seen. There is no substitute for personal relationships as part of the branding model.
Thank you for sharing!!
Mark Brody recently posted…Ever Feel Like a Pigeon Sometimes?
As you so noted personal relationships are part of your branding model. Your brand in business is one of the important aspects for recognition and many companies ignore it.
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?
My husband just updated his business logo to convey how the business has grown and the new clientele it now commands. This needed to be done as like most things, the business has grown up. The company now works with high end clients and large construction companies. The simplest and most effective change to show that just happened to be that logo update.
Becc recently posted…The laziest person in the world
Your logo is your brand so updating the logo while your business is growing is wonderful idea.
Arleen recently posted…Branding Your Image | When is it necessary to update your brand?