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 a $1.5m contract to redesign Pepsi’s brand.

Turning The BS Dial to 11

The PDF document that’s been leaked is full of unbelievable hyperbole. Not standard ad agency hyperbole, mind you. This is hyperbole taken to the next level. This is turning the “BS Dial” to 11.

The document talks about light rays being subjected to the gravitational pull of Pepsi, of “The Pepsi Globe”, “Authentic Geometry” and “…the dynamic of perimeter oscillations.” Yeah, I’m not any the wiser either. But then if you’re getting one-and-a-half big ones for a branding gig, you need to come up with something that the other guys wouldn’t have thought of, right?

So could this be just another example why so many business owners 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 it to be.

Your Brand Is Created By Your Customer

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, and is a crucial part of developing any startup or small business.

However the thing about branding is – even if you don’t realize it – your company/product/service already has a brand. No matter how much (or how little) you sell, your business value offering has already been partly or completely formed in the minds of your customers. They have made up their minds as to what you stand for. They’ve pigeonholed you.

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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