|
Author: Mark Campanale Article source: http://www.logodesignlogodesign.com/. Used with author's permission.
I love Pepsi. It's that slightly sweeter taste and the all-American logo combined with the non-conformist statement that, well, it's not Coke.
Yet Pepsi has been consistently #2, and there's nothing wrong with being #2 if that's your goal. But Pepsi's goal is to be the #1 preferred brand (notice I didn't say 'taste' - we all took the Pepsi taste test and they're still #2) with members of the eponymously titled Pepsi Generation - an age group that they seemingly stretch from year to year.
As of late, Pepsi has employed Pop-Culture icons to represent their brand : Britney, Big n' Rich, AROD and Jeff Gordon to name a few. Yet none of them seem to capture Coke's ageless, timeless wave of emotion brought on by a 6 year-old boy and Mean Joe Green. That commercial touched all of our senses; the agony of defeat, a fan's elation with their idol, a friendship being forged between generations and a refreshing beverage that made everything ok. Coke continues to focus on the experience, while Pepsi focuses on taste.
Which is why I cringe every time I go to a restaurant that only carries Pepsi products; Sure, I'm happy, but what of those who prefer Coke? The waiter/waitress always asks if you would like a beverage before ordering, and an overwhelming majority of people reply, "I'll have a Coke." The wait staff them replies with the brand kiss of death:
"Is Pepsi ok?"
Is it ok? It's like saying 'no we don't have Coke, but will you settle for this sub-par beverage?" And because they ask this way, the customer always reluctantly answers 'yeah, I guess.'
For every restaurant, there should be an in-house Pepsi Brand Champion - someone who will train all restaurant employees on Pepsi's passion, core values, culture and more importantly, how to make it preferred! Instead of making it the red-headed step child on the menu, they should wear buttons that read, 'We Proudly Serve Pepsi Products'. There should be a branded way to respond to the unavoidable Coke question. There should be Pepsi soda glasses and other branded materials so that it's no surprise to the customers. People do not choose restaurants because of the soda they carry, so Pepsi needs to step up and educate it's captured audience on why they should be the choice of every generation. tandembranding is a nation-wide branding firm, and we work with marketing directors to make their company famous. We specialize in industries that cater to the customer experience.
For more articles on how branding can make you famous, please visit tandembranding.com
Mark Campanale, Brand Expert
tandembranding
tandembranding.com
Trick or Treating Safety
Halloween is such a fun time of year for kids and adults alike, so its important that we take some precautions to keep it that way! Here's my list of trick or t...
Market Research – How Good is the Data?
There are many research companies conducting research with the help of the general public. Paid for completing surveys is now big business but how good is the d...
Hand Feeding your Koi
Here's how to hand feed your koi fish. In no time, you can be feeding your pond fish by hand. It's easy, once you know how!
Post Your Press Release Online – For Free!!
Are you launching a new product or website? Announcing a new book, movie or seminar? Then you've probably created a press release - sharing the: who, what, when...
Free Traffic Course - Day 2
This is the 2nd day of "Free Traffic Course" and it will explain how you can save much time and efforts on looking for the targeted joint-venture partners and a...
15 Common Investing Pitfalls
I touched briefly about common investing pitfalls previously. Here is a more comprehensive list. Some of it may happen to the more experienced investors as well...
How To Be A Web Entrepreneur With No Capital
How to become a web entrepreneur with limited or no capital and grow your business expoenetially.
6 Smart Tips To Avoid the Stress of Shopping For Holiday Gifts
Who wants to wallow in the stress brought by holiday gift-giving? Holidays need not always put you in a major state of panic. Here's how to breeze through the h...
What Is Credit and How Does It Work?
Credit can help you or hurt you. It all depends on what you know about credit and how you use your credit. Learn as much as you can and your good credit will al...
Start Your Retirement Planning Now
Since the average age of retired persons is decreasing. retirement planning is one of our most important personal finance issues and should not be procrastinate...
Give Up Control to Get Control
For some reason, Americans think they have something to prove by doing it all themselves. People say to me all of the time, that someone else just can't do for...
Negative Disturbances
Whenever we have the opportunity to make human assessments, the assessments we make will always betray our doctrine of man. We can always glean from what one pe...
Procrastination Solutions
Frustated by procrastination? Read on for more help.
How Colostrum Differs From Herbal Remedies
At some time or another, most people have taken some sort of herbal remedy or supplement to help support their body in achieving optimal health. Now, however, y...
Eating Out
I know how difficult it can be do stick to a healthy diet when trying to eat out. Here are some tips that might prevent you from totally "blowing it" the next ...
Golf Swing Improvement Secrets To Stop The Insanity
Golf swing improvement can be elusive for most golfers. I have read many articles and studies on the huge number of golfers quitting the game every year. They...
The ONE Question Winners ALWAYS Ask….
Over the past several years I have experienced my fair share of success. However, it has not been without its fair share of obstacles and setbacks. I was refl...
Confession of the Egoists!
To be or Not To Be! Hamlet has given this generation an awfully amazing and defensive quote "to be or not to be". This article is not at all a serious philosop...
Adding Fresh Content to Your Existing Ebook
Adding content to your existing ebook increases the percepted value of your product.
Are Your Collectibles Valuable? Heres How to Find Out
Many items are valuable collectibles these days. From old Dolls, to toy trains, to Disney and Movie items. Here's a quick tip list of how to find out if your co...
Top 10 Mistakes to Avoid When Joining a Professional Association
Learn, before you leap into joining professional associations. There are 10 key elements to consider as your evaluate the fit of a particular association as a ...
Are Your Sales Meetings Boring?
Make your sales meetings educational events salespeople will look forward to attending. Eight ideas to make your sales meetings exciting enough for salespeople...
Grapes, Nuts, and Your Dogs Health -- Foods that Fido should Avoid
Dogs can eat whatever we eat. Right? Wrong! Learn which foods could be putting your dogs health at risk and which are potentially fatal.
Ceiling Fan Blades
The numbers and sizes of the blades determine the prices of the ceiling fan. The more the number of the blades, the costlier is the ceiling fan....
|
Print this page