Can’t guess yet? Well first of all, It has come to my attention this week that the topic of choice for my blog seems to be both popular and relevant, because the other day to my surprise, I found that my blog about the new Pepsi logo was already done for me! Woohoo! It is great to welcome aboard a new blogger, the more opinions and stories shared, the better. However, as long as we are making comparisons to ‘Scrubs’ characters, I considered using this blog to go into an endless rant about how my thunder was stolen from me when I realized I could no longer blog about the new Pepsi branding. Then I decided to take the advice of an old-school TV character named Danny Tanner. Some of you may remember wonderful little bits of advice such as, ‘when life gives you a dilemma, make dilemonade’. So that’s what I decided to do in lieu of the Coxian rant. Besides, it is nice to see that I have effectively raised logo awareness, so keep up the good work guys!
So if you’re an avid Motivators Company Blog reader, you already know that Pepsi has decided that it was time for a change for them as well. I won’t go into too much detail about the logo itself, but rather the decision to change it and how that decision undoubtedly makes promotional products a necessary part of their new branding. The purpose in changing a branding is usually to modernize an existing logo that may have become outdated, or even to reflect a new business model or company campaign. Regardless of the reason behind the change, such change always draws attention to their product or company, which in almost all cases is exactly what said company wants by making such a change. Even if someone notices the logo and brings it up in passing conversation, it has done its job by bringing that company to the forefront of their mind. The subconscious is a huge part of advertising, and even if you don’t realize it, you may have chosen a particular brand as your favorite because you are familiar with their advertising or logo. I think its safe to say that we are all familiar with both Pepsi and Coca-Cola, but the next time you have a choice, you may find yourself choosing Pepsi because you want to check out the new design on the can or bottle. It sounds silly, but a new branding very often sways buyers because it is something new and different from what they are used to seeing. Of course in this case, the taste can and will play a role in many buyers’ decision making and avid Coke drinkers will not likely be converted just because of a logo change. But word of mouth isn’t enough to ensure you are raising awareness for your company’s new logo, that’s where promotional products come into play. A soft drink company such as Pepsi would probably be inclined to printing their new logo on custom imprinted koozies, promotional cups or drinkware, or old favorites like promotional hats, promotional t-shirts, and promotional keychains.
This new Pepsi logo is a bit off the reservation in comparison to their last 3 logo changes, but then again it was a drastic change when they went from a text logo to the red, white and blue sphere we all know today. The logo change probably doesn’t affect the printability of their logo since it possesses many of the same elements as the last one, but it is likely that the Pepsi company has utilized the power of promotional products in the recent months and weeks.
But Pepsi isn’t the only company changing their branding these days. Many of you may have noticed that the Tropicana Orange Juice Company also has a new look. This isn’t as drastic of a change as the new Pepsi logo, but it certainly gives their branding an updated look, and even if you don’t like the change, there is no argument that the new look has helped gain some attention for Tropicana. While Tropicana is also a beverage company, they may want to focus their promotions around a product more along the lines of an orange-shaped stress reliever.
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