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When I first saw this Pepsi ad in The New York Times I felt good about the direction the new Pepsi branding was taking. It felt fresh, fun, optimistic, uncomplicated. It was timely and seemed to be hitting the right cords. Then I saw the packaging in a supermarket. The freshness and excitement of the Pepsi branding ads are missing from the package A you can see the package looks rather stark.

Is Pepsi taking its branding seriously? | Brandingeye - Flock

http://brandingeye.com/is-pepsi-taking-its-branding-seriously/
http://www.duetsblog.com/2009/12/articles/guest-bloggers/an-ode-to-the-brand-of-brands-the-king-of-cola-coke/

An Ode to the Brand of Brands, the King of Cola: Coke : Duets Bl

Dear Coke: I love you. You are an incredible product.