Patent Law

What Makes a Successful Brand – Pepsi vs Coca-Cola

By Douglas J. Sorocco, J. Matthew Buchanan, Laura C. Woods and Emily E. Campbell.

Consumerist posted this chart and, like them, I find it fascinating regarding the notion of branding and trademarks.

The evolution of the Pepsi logo over time doesn’t strike me as coming from a place of strength – whereas the Coca-Cola logo appears to be timeless.

The red scripted colors cause an obvious problem with the Coca-Cola logo and the bottle cap visual dates the logo to a particular technology that has been long discarded.

Beyond the simple curiosity factor – this is a great example of spending time choosing a name, logo, colors etc. that don’t tie your brand to a particular technology, place in time, etc.  

Getting from the “mess to yes” is a complicated task – but when it is executed correctly – the outcome should be timeless.

I must admit that the 1973 Pepsi logo made me recall spending summer evenings at the lake with my family…

So the question is — Does a “good” brand evolve over time or is it something that has 'it' at the moment of conception. Just a little something fun for the dog days of summer.

Related posts:

1. Kokie Cola Anyone? ...
2. hershey’s joins the war on drugs; uses trademarks to fight munchies ...
3. ashcroft on DOJ IP taskforce ...

Full post as published by Phosita on August 03, 2009 (boomark / email).