What struggling brands have in common with week-old croissants

Crack open a nice can of crisp, bubbly, and refreshing value that comes with giving your longstanding brand a makeover or facelift.

Lightbox Image
×

Human relationships are fairly predictable. First, we fall in love. We can’t wait to tell everyone, both online and off. After a few years, the magic fades and we start exploring our options. Of course, we’re not talking about relationships between people here, but rather how people treat their relationships with their favorite brands. Consumers fall in and out of love quickly — and companies often need a good brand positioning agency to keep that relationship viable.

Why are brand relationships with consumers often so fleeting? It’s simple: Even the world’s most compelling branding can turn staler than last week’s croissant if it isn’t updated and refreshed regularly.

Why a famous refreshments brand opted for its own refresh

While it might seem foolish to tinker with an icon, even the most beloved brands benefit from an occasional facelift. In fact, longstanding brands often benefit the most from an update. One example is Pepsi, which recently re-positioned its brand around a new tagline: “For the Love of It.”

Pepsi has rolled out its new tagline in more than 100 markets worldwide. Roberto Rios, Pepsi’s SVP for Global  Marketing, said the new jingle is a call to arms or sorts, serving as a “rally cry” for people to “go all in for the things they love.”

The new tagline is also accompanied by a new product jingle performed by singers and dancers from 14 different nations. Pepsi also chose to add new can designs to its brand refresh, with new typography and slogans, including “Max Taste No Regrets” and “With Mischief and Love.”

These changes represented the first significant refresh in seven years for the beverage giant, whose last major brand update was built around the “Live for Now” tagline — the same tagline that featured prominently in Kylie Jenner’s much-discussed (and much-critiqued) 2017 Pepsi ad.

The benefits of a brand makeover

Unlike a rebrand, which is a top to bottom re-imagination, a brand refresh functions more along the lines of a makeover. Even the most popular brands become stale over time. That’s not due to any inherent flaws, but rather, public taste and sentiment is ever changing, and brands need to ensure that their identity remains aligned with these shifts.

Because a brand refresh is less comprehensive, many of the changes come closer to the margins. In the case of Pepsi, these changes meant a new tagline, new can designs, a song, and some other supporting marketing materials. Other typical changes may include new color schemes, new slogans, new product names, and new designs.

By introducing new elements, a brand positioning agency can assist companies in offering audiences a gentle reminder that they are still around and relevant. For legacy brands such as Pepsi, this is a critical strategic objective. The product, is omnipresent and fairly unexciting. For as long as any of us can remember, it’s been in existence. At restaurants, retail stores, stadiums, concert venues etc., cola is part of the landscape. That’s not exactly a recipe for fierce brand loyalty.

This means that it’s incumbent upon Pepsi’s branding to build and sustain consumer relationships. Consumers grow old and change with age. Pepsi doesn’t, so a refresh is necessary every five-to-ten years to help each generation identify (and ideally fall in love) with the brand.

The takeaway

At BIGEYE, we believe that the right brand positioning agency can make a critical difference in the ultimate success or failure of any small to mid-sized business. If you’re part of an established brand that isn’t gaining enough market traction, it could be time to consider a well-executed refresh.

Contact us today to learn how we combine market research, advanced technology, and creative talent to design brand refreshes that truly move the needle.

 

Back to Thinking