Brand Importance

I love to look at brand/rebrands. The most controversial rebrand this past year, in my opinion, has to be Pepsi’s. I’m not a huge fan of their new look and judging from the comments over at Brand New, I’m not alone. Their website (www.pepsi.com) is kind of annoying too. Pepsi they will spend $1.2 billion over the next three years to revamp all of their brands (Mountain Dew, Tropicana, Gatorade, etc.).

Can a brand alone really influence what consumers buy/not buy? Do looks matter as much as taste? I think so. Looks matter… thats why so much is spent on advertising and branding of a product. I will not be buying Sierra Mist anytime soon… it does not “look” refreshing to me.

What do you think?

More of Pepsi and Sierra Mist here.

I love Gatorade’s new image/campaigns though. Simple, clean, to the point…

… and JABBAWOCKEEZ?!?

Going back to branding… check out this interesting two-part Sol Sender interview. Sol Sender headed the team behind what could be one of the greatest logos of OUR time. I embedded the interview below for your convenience…

Also, check out the Brand New’s Best and Worst of 2008 here.

Sources: Brand New, Gatorade