Pepsi Sign

Companies don’t control their brands. Customers do.

Gee Ranasinha Communications

A pitch for changing the Pepsi logo, entitled “The Pepsi Gravitational Field”, has made its way onto the internet.

It’s supposedly been produced by The Arnell Group, who won the $1.5m contract to redesign Pepsi’s brand.

The PDF document is full of unbelievable hyperbole, talking about light rays being subjected to the gravitational pull of Pepsi, of “The Pepsi Globe”, “Authentic Geometry” and “…the dynamic of perimeter oscillations.”

Is this an example as to why some people distrust the marketing industry? 27 pages of bovine excrement, dressed up to impress/coerce/paralyze a client into handing over their money? Personally, I think that it’s neither. I think that it’s a well-orchestrated spoof. A viral marketing piece of galactic proportions. Or maybe that’s what I want span it to be.

Brand management is either an art or a science, depending on which side of town you’re from. Creating and building a brand helps your customers in their decision-making process.

However, the thing about branding is that – even if you don’t realize it – your company/product/service already has a brand. Your business value offering has already been partly or completely formed in the minds of your customers.

Companies don’t control their brands. Customers do.

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About the Author
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Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at

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