Koyoti Small Business Podcast
While Koyoti Inc. is a marketing and design studio here in Toronto, we’re going to try to go beyond our own comfort zone and talk about all elements that pertain to Small Businesses. From social media marketing to book keeping; and from sales to mental health.
Koyoti Small Business Podcast
Conquering Brand Beasts - Big Companies Make Mistakes Just Like Us Small Business Owners
Summary
In this episode of Conquering Brand Beasts, JCC and Thomas delve into the complex history of Pepsi's branding and marketing strategies, contrasting it with Coca-Cola's more stable identity. They explore various campaigns, both successful and disastrous, including the infamous Kendall Jenner ad and the 1992 Philippines incident. The conversation highlights the importance of understanding brand identity, audience engagement, and the lessons small businesses can learn from Pepsi's missteps.
Takeaways
- Pepsi's brand identity has often been unclear compared to Coca-Cola's consistent message of joy.
- The pursuit of youth has led Pepsi to chase trends rather than establish a solid brand foundation.
- Historical marketing campaigns reveal both successes and failures in Pepsi's strategy.
- The Taste Test Challenge was a notable campaign that highlighted consumer preferences.
- Controversial incidents, like the Michael Jackson ad, show the risks of high-stakes marketing.
- The 1992 Philippines incident illustrates the dangers of promotional errors and their consequences.
- Legal implications arose from the Harrier Jet campaign, emphasizing the need for clear communication in advertising.
- Modern missteps, such as the Kendall Jenner ad, demonstrate the importance of cultural sensitivity in marketing.
- Small businesses can learn from Pepsi's mistakes by focusing on audience engagement and brand consistency.
- The future of branding requires adaptability and a strong understanding of consumer behaviour.
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Building a small business community for small business. Sharing experiences, information, stories, and tips to help grow the community. New Episodes every Monday!
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