According to network news, the creativity of Pepsi's new brand logo comes from "smile", that is, in the next three years, Pepsi will fully promote its smile service. The new brand logo will be modified on the basis of the original brand logo, and the arc will be changed to a smiling mouth. This design will make customers always feel the friendly service of Pepsi when designing various products and business environments.
First, five issues to be considered in Pepsi's bid change
1. How to ensure that the huge and multi-level consumer groups have a consistent understanding of "changing Pepsi"?
Because Pepsi's consumers span many levels, it is very important to find a suitable cognitive "breakthrough point", which is not only the origin of consumers' understanding of Pepsi, but also the end point of consumers' love and "salvation".
From the civilian to the president, from America to Asia, the ever-changing Pepsi after the rebranding is not a good thing for a large and multi-level consumer group, because it will be much more difficult to understand the rebranded Pepsi compared with the previous consumer groups. As can be seen from (Figure 1), the consumer group can successfully identify the old image and definitely confirm that "this is Pepsi", while the new product packaging puts people in it.
Problems to be considered in changing Pepsi logo
2. How to ensure that the brand's classic single product (blue can) will continue to be the main product to promote Pepsi sales after launching a variety of "bottled"?
From the report of "PepsiCo's Face Changing" released by the media, it can be found that although PepsiCo has introduced three kinds of bottle packaging: black, blue and silver, only one bottle is filled with blue, which is correct and strategic. It can be seen that Pepsi has carefully protected its classic single product (blue stuffing) in the process of image remodeling, and the protection of classic single product (blue stuffing) is very important. In the book Why Wang Laoji is so Red published by trout (China) Strategic Positioning Consulting Company, we can find that Wang Laoji also attaches great importance to the protection of classic items (red stuffing), except that the red stuffing is green Tetra Pak packaging, one red and one green.
One thing that puzzles me is why Pepsi has introduced three different bottled packages. Why not bottle packaging? Will this steal the limelight from the classic item (blue can)? No priority? If consumers put more knowledge and interest in three different bottle-shaped packages, it will be a huge loss and worthy of vigilance.
3. How to ensure that "ever-changing Pepsi-Cola" is stored in people's brains with the most consistent freeze-frame image in the era of information flooding and brain atrophy?
From the positioning of the book, we can know that in scientific research, when people save their brands, they often print a fixed LOGO on their minds. I think consumers know the brand, and most of what they keep is actually the impression brought by various symbols. In a sense, "ever-changing Pepsi" has three signs. Because of the different sizes and proportions, people may add a program when fixing information in their minds, that is, "Is it the biggest sign of smiling face, the smallest or the middle?" At this time, it is another burden for consumption. This kind of burden may be dangerous and worthy of vigilance.
Problems to be considered in changing Pepsi logo
4. How to build a systematic brand framework system for this extended brand to ensure the identification and management in the fields of clothing and beverages?
Pepsi is not only a beverage brand, but also a clothing brand. To be precise, it is an extension of the brand. Pepsi brand undertakes the mission of diversification. Once Pepsi's logo is changed, the whole brand framework system should be adjusted. I can't guess whether Pepsi clothing will be adjusted, but as the whole brand framework system, I believe Pepsi will consider it.
5. How to ensure that brand protection and brand management keep up with "ever-changing Pepsi"?
The importance of emerging markets is very important to PepsiCo and any global brand, and there are a large number of counterfeit brands and imitation brands in emerging markets, which is dangerous to disrupt PepsiCo's brand image in some markets that are difficult for PepsiCo to manage and protect. This will also directly lead to Pepsi's investment in brand protection and maintenance, which will greatly increase the difficulty of brand management. For example, the popular "shanzhai brand" is Kang Shuaifu of Master Kong, and the "farmer orchard" is "agricultural orchard", which are all in our country. Will it be the same in Africa or South America? But at least it is certain that the protection and management of brands will increase greatly.
Second, three thoughts on returning to the brand design level
1. How many weapons do you have to upgrade your brand?
2. Do brand innovation and brand image remodeling need to start with logo?
3. What brand image does a fast-moving consumer product like Pepsi need?
These three questions are worth thinking about. As a strategic brand design, it is very necessary to have a comprehensive understanding of the overall business plan of the brand. These three issues deserve to be considered together.