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Rescooped by Gavin Lionheart from Brand Marketing & Branding
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Should Pepsi Change its Name?

Should Pepsi Change its Name? | IMC Articles | Scoop.it
The soda is what the company is named after, but with just 11% of PepsiCo's earnings before interest and tax coming from its North American drinks business, is it time for a re-brand?

Via Sylvain Leroux
Gavin Lionheart's insight:

Changing a large franchise name such as Pepsi could go bad or could go well, it depends on the company's consumer loyalty. The loyalty of a consumer who regularly enjoys drinking pepsi may not have change their choice of Pepsi.In my opinion as a consumer who seldom drinks pepsi, it will not change my thoughts of the brand itself. The brand has now been around for long time neither will I assume regular consumers will change views on it.

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Apar Sethi's curator insight, March 20, 2013 10:35 PM

Changing the Brand Name is a big risk for a Multi National Company like Pepsi. Cusromers and Stakeholders connected to this company have built a relaition with the brand Pepsi which had been maintained since several years. Changing the name can cause a huge shift in the effectiveness of Brand Awareness and Recognition they have created since the start. Many parts of the world may not be in a link with social media which may cause a huge loss due to no effective communication between the company and the customers. A good market research and forecast should be practise before taking a big step.

Luke Mariner's comment, March 21, 2013 6:02 AM
I agree, Pepsi changing their name is definitely a risk. It takes time and care in order to build a large, known and favoured brand. It relies on the company behaviour to be remembered differently from competitors and reoccurring purchases (as well as emotions) from consumers to build loyalty. There are also so many used and taken brand names these days, so the question also has to be asked whether it would be a damaging move to change the name and risk the reputation so far. A businesses name and logo reflects that companies values and goals, and if the name changes there is also the risk of losing the emotional commitment from consumers. A well identified and researched strategy would need to be used.
Rohit Bansal's curator insight, September 22, 2014 9:16 PM

Changing the Brand Name is a big risk for a Multi National Company like Pepsi. Cusromers and Stakeholders connected to this company have built a relaition with the brand Pepsi which had been maintained since several years. Changing the name can cause a huge shift in the effectiveness of Brand Awareness and Recognition they have created since the start. Many parts of the world may not be in a link with social media which may cause a huge loss due to no effective communication between the company and the customers.

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10 Ways to Support Your Content Marketing [Research] | Heidi Cohen

10 Ways to Support Your Content Marketing [Research] | Heidi Cohen | IMC Articles | Scoop.it
In today’s dynamic landscape where people use social media and mobile to communicate, many marketers overlook the potential of email, the original digital social media that allows for two-way communication with your audience.
Gavin Lionheart's insight:

This article talks about the potential of email being overlooked with high potential for marketers, this article states roughly 60% of marketers communicate through mobile phones i.g smartphones/tablets. This article implies 7 email marketing factors where marketers have overlooked the benefit of email. Since smart phones smartphones are extremly popular in this generation emailing can be easily accessed by users therefore having fast. strong communication anywhere anytime is great for marketers and organizations. Where this article can imply to IMC is having smartphones and using email to communicate is good.

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Lance Holland's comment, March 19, 2013 1:44 AM
I like this article in that it points out obvious points of contact with consumers that marketers always overlook, particularly in past touch points. Emails have been around for some time and I agree that many websites do not bother as much with it, despite my personal experience being that I always check my emails on my smartphone and tablet, and I do personally find some emails are just not compatible with a smaller than PC screen, which is annoying. There is room for greater communication if marketers can address this issue
Kasem Tanom's comment, March 19, 2013 3:12 AM
I agree that nowadays the main form of communication is through using smartphones/tablets as it is easy and convienient to access emails, facebook etc. I have a smartphone and I find it very useful to check important emails when I need and can do so where ever I go. In my opinion if marketers were to overlook the benefits of using emails as a form of communication then they are missing out on the benefits of modern day technology.
Norman Vaz's comment, March 21, 2013 5:22 PM
n my opinion i agree with lance because nowadays smartphones etc are used to access everything so minor details like checking your emails are overlooked sometimes however marketers should be vary that most people might not be on iPhone's or other smart devices so they should take every detail into consideration if they are going to communicate better with consumers.
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How The Most Successful Brands Take A Peek Into The Future

How The Most Successful Brands Take A Peek Into The Future | IMC Articles | Scoop.it
“The best way to predict the future is to invent it.”The quote above is from Alan Kay, the pioneering computer scientist who is credited with developing the graphical user interface and object-oriented programming.
Gavin Lionheart's insight:

As stated in this article "the best way to predict the future is to invent it" the quote stated by Alan Kay. This article is talking about creating products and brands that will benefit the future. From a general sense a company will create a product that will want to last as long as possible, where as this article explains it's more than just that. By creating trends such as slogans and trends as explained in the article, for example the master card ad which mostly end's with the quote "priceless"campaign is still a globally known saying. Therefore by understanding and creating smart products thoughtful trends can help a branded company go future success with the future.

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Lance Holland's comment, March 19, 2013 1:55 AM
I think this article also highlights the importance of brand strength. A strong brand like Apple has more sway over consumers as it is well known and respected and is, in a way, expected to be futuristic as that is what Apple have built their brand upon. The ability to create a future is also dependent on how strong a brand is. If a brand is weak I do not believe consumers will be willing to subscribe to their imagined futures.
Kasem Tanom's comment, March 19, 2013 2:46 AM
In my opinion if a brand was to last as long as possible it would need to have strong brand identify and recognition. Say for example nike they have created the trend of the swoosh logo and the slogan "just do it". Everyone around the world knows the brand nike and that is why this brand has become unique and will last throughout the future.
Norman Vaz's comment, March 21, 2013 5:29 PM
I completely agree with what lance said and what this article is about. I feel that developing smart products will not only benefit the brand in the long run but also keep their profitability going and keep their brand loyalty up .