The Pepsi Generation: How To Reinvent Your Brand
Starting in the early 1980’s and lasting well into the 1990’s, the Coca-Cola Company and Pepsi Cola engaged in what would be called the “cola wars.” While to the average consumer, the cola wars meant being blasted with Pepsi and Coke commercials and billboards, while to both the companies it was a pivotal point from a branding aspect. On one side, Coca-Cola dominated the market when it came to soft drinks while on the other, Pepsi Cola was trying to build brand awareness with consumers. Coca-Cola, who had been around since 1886, had built a strong brand with consumers and was well known around the world. Pepsi on the other hand, while large and well known, struggled to put a dent in the mind of buyers when it came to choosing Pepsi over Coke. While one could make the case that Pepsi should have been happy with the market share that they had, one must remember that the most successful brands today aren’t the ones that are ‘content.’ In the case of Pepsi, the Pepsi Generation advertising campaign and it’s subsequent advertising ploys helped shape the Pepsi brand we know today. (more…)
Starbucks: An Icon Of Globalization
Would you ever pay $5.00 for a pack of gum? My guess is that a majority of you would say no. While paying $5.00 for a pack of gum may sound absurd, ‘gourmet’ gum may be just around the corner. With the days of $.50 coffee a thing of the past and cappuccino’s and latte’s become mainstream, Starbucks has turned shelling out big money for ’simple’ products the norm.
If you drive through any big city in the United States, you probably wouldn’t have to look far to find a Starbucks. With it’s green and white logo, it sometimes feels like Starbucks opens new stores just for fun. Just the other day I saw 2 Starbucks in the same plaza. Whether it is by mistake or a strategic marketing strategy, Starbucks continues to open new stores and with it comes new Starbucks aficionado’s.
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