In an earlier post I made comment on the new Pepsi identity. Is it even relevant? What was the purpose of updating it? Why has it been reduced to a smiley face? What are the unintended consequences? Now this ridiculous 'Pepsi Gravitational Field' has turned up. So ridiculous that I thought it was a joke (and am still hoping it is). I understand the need for strategic thinking and rationalisation – especially to give the Marketing Managers and Brand teams some reasons to justify creative decisions to their non-creative peers. However this document reeks of post rationalisation and fluff. Fluff that would've chewed up infinite head hours. After looking at this I was still left with the question I faced when i first saw the new identity: What is the point? Check it out at http://bunnitude.com/misc/files/pepsi_gravitational_field.pdf
What ever happened to brand imagination? It seems the world of brand guidelines have taken over.
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