Reading Ad Age this morning and came across this from the Marketing Director at Pepsi, Anamaria Irazabal:
As a topical brand and cultural leader, it's our responsibility to add value in these moments. Two things that define Pepsi are change and, compared to our key competitor, something that defines them, they are timeless, we are timely. We are always topical. We are always a part of the conversation.
These two competitors (Coke and Pepsi) are approaching their marketing efforts in two completely different ways. I wonder which one works the best. My personal preference is for long lasting brands less sooner to change. I want to be able to predict what they'll do, understand why they do it, and just get comfortable. I like longevity, that's why I have bonsai trees- I always know what to expect from them. Bonsai trees do not change quickly and they last for years. My newest bonsai tree will probably live as long as either of these brands.
Similarly, on a subconscious level, I always know what to expect from Coke. On the rare occasion that I drink soft drinks it's Coke, not Pepsi. I still have not really figured out what Pepsi is supposed to taste like or what I'm supposed to get from it- they're always trying to change with me. My take on this: I change way too much for a brand to keep up with, and so do most people.
However, an immediate obstacle I foresee in long term branding is the ever-changing nature of the web. How does a company obtain longevity and maintain consistency amidst an atmosphere of constant change?
What are your thoughts on this? I think there are definitely some strong cases for both sides and would love to hear some support for Pepsi's strategy.
