Jerry Fletcher

6 years ago · 2 min. reading time · 0 ·

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Does Graffiti in Your Logo Build Brand?

Does Graffiti in Your Logo Build Brand?

A couple of creative types in California decided that combining symbols of causes with the Pepsi Logo and putting the result on cans was a good idea. (see video). Pepsi Can logo designs

#PepsiCAN

This reminds me of a marketing class for experienced executives at Harvard when two of us were told not to speak until all of those without industry knowledge were allowed to present their views. The problem was easy to explain. The orange crop in Florida was huge compared to previous years. The question was, how to deal with the excess production.

Suggestion ranged from shipping it to places in the world with hunger problems to campaigns to make people drink more concentrate and serve oranges with dinner to giving one orange away with every purchase of one. The debate raged until there was only about 15 minutes left.

The professor turned to the two of us and asked if we needed to confer with one another. There was no need since we were in the same study group. Jim motioned to me to be the bearer of the bad tidings.

My answer was two words: “Dump It.” The shock in the room was palpable. I allowed him to explain.

Prices for any kind of agricultural product are totally dependent on the amount of the product available at any given time. Companies contract with growers or farmers at a specific rate. They can accommodate a little more but not a bumper crop. In order to maintain the price the excess must be dumped or producers will not be able to stay in business. The most common products this happens with is fruits. A good growing year can be nightmare at times.

This Pepsi logo case is not exactly the same. It is the reverse. It is dumping the good will built by a brand over a lot of years without getting anything for the expenditure. This is the request of a generation that believes any successful organization owes something beyond the product or service delivered and that their generation are the judge of what is owed. It is an attempt to go back toward the real logotype following expanded use of emojis in place of the logo.  It is, in part, because a commercial developed in-house at Pepsi that went awry. Kendall Jenner Ad 

Pepsi “Live For Now Moments Anthem” starring Kendall Jenner

It is the underlying assumptions here that are out of whack. There is no whiff of reality in the commercial which portrays social protest as a kind of party. There is a disconnect between the legitimate persona of a brand shown in the logo and the demand or suggestion or whatever you want to call it to substitute other symbols and values for those carefully wrought by the brand in question. An emoji is not a logotype. It is generic by nature. The symbol of a social position is not a logotype. It is graffiti. 

You want to change the world?

Promote doing it together with other people not a company.

You want to rearrange the world?

You can ask a company to help but be prepared to tell them what you are going to do.

Do you have great  expectations?

Change how you think about things.

Start with facts.

Build on them.

Assemble a tribe to help you.

But whatever you do, don’t expect product or service marketing to lead the way.

That way can lie disaster.

____________________________________________________________________________________________________________________

e78a8965.jpgJerry Fletcher is a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking:
www.NetworkingNinja.com

Get all the Brand Success Stories. Sign up at http://www.brandbraintrust.com/home.html


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Comments

Jerry Fletcher

6 years ago #4

#2
Thanks David. Sometimes the foibles of what was once a noble profession are unbelievable.

Jerry Fletcher

6 years ago #3

#1
I'm with you Paul. Somehow the pretensions of youth got budgeted!

David B. Grinberg

6 years ago #2

Nice buzz, Jerry, and kudos on being selected as a brand ambassador!

Paul Walters

6 years ago #1

Jerry Fletcher If the makers of a branded sugar water in a can think they are 'changing the world' methinks they , their marketing dept and ad agency are deluded ( although in this case I believe it was an in house effort. Pure BS with a big budget!!

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