coke_pepsi

1# BRANDS ARE CREATED IN CONSUMERS MINDS “Products are made in the factory, but brands are created in the mind”, Walter Landor

# SOCIAL CHANGES: “WORLD WAR II” Brand joins the nation in the struggle for freedom and democracy

“...we’ll have the good things, again, someday.”

“But now it’s work harder and fight...we’ve got a tough war to win…”

2# CONSISTENCY

1969 – “It's the real thing” 1985 – Not anymore!!!

Coke 1945, American Hero

“It’s the real thing”... ...”not anymore!”

3# SEGMENTATION & DIFFERENTIATION “Seek the right people, not the majority”

# SOCIAL CHANGES: “BABY BOOM”

In 1963 Pepsi repositions itself as a young brand…

…differentiating itself from the classic image of its main competitor

4# COKE VS APPLE American Hero vs American Outlaw Apple 1985-1997, the same happens again‌

http://www.youtube.com/watch?v=MAIPpjeL6NA

BE REMARKABLE!