C-Suite Advisor | Growth Hacking | CX Digital Transformation | Global Most Influential Marketing Leader | Women in Tech
I personally think there are great brands that you shouldn’t mess with too much. This latest Pepsi “back to heritage” is the right move — it brings back that stature of a great brand. No brand should change, no matter how tempting in the visual aesthetics, just for the sake of change. I’ve worked with way too many creatives who just want to change, simply to make an effect. Even if it’s unnecessary. On the other hand this “back to heritage and stature” approach is complete opposite to what Nokia just did aka the previous “trendy Pepsi logo change” route. Until I fully understand that radical Nokia (almost unrecognisable) brand change rationale supported by the intended strategy — that felt like a “let’s just change to tell why we are now different” quick fix. Time will tell if Nokia will revert to what Pepsi just did.
Vice Chairman at Prophet, Brand Strategist and Author of 18 books including "The Future of Purpose-Driven Branding"
A brand is more than a logo, but its visual identity can impact the way consumers connect to the brand. What do you think of this so-called nostalgia trend? How does it make you feel about the brands you've seen implement it? https://lnkd.in/gcP_fYff #AakeronBrands #Branding
CSO (ex-strategy head at W+K, Dentsu, Ogilvy). Strategist / Client Advisor / Trainer / Speaker / Lecturer / Founder. Co-Author of "The Creative Nudge" (thecreativenudge.com). Dad, Dog person, Autistic (and proud).
1yHas anyone interviewed whoever wrote that 900 slide deck about the last logo to see what they think? 😂