Comments on: Designers in the C-Suite: creating value, wrecking havoc

By: Manon

Manon — Thu, 13 Aug 2009 17:44:10 +0000

The problem with most creatives and leadership members is that they consider brands to be some creative endeavor. Of course, it is, but is time for them to realize that brands are really a fifth kind of capital, in addition to land, labor, money, and materials. Nobody in their right mind would just go for “cool” in the case of the traditional kinds of capital. So, why is it so hard to understand that brands too require careful consideration how their equity may be leveraged, repositioned, extended, you name it? Why would anybody hand over their capital/equity to a creative shop without any strategic upfront work? Well, it happens everyday.

By: Manon

Manon — Wed, 12 Aug 2009 15:15:04 +0000

Agree, many of Pepsi Co.'s recent brand strategy decisions have been flawed for a great many reasons. But, as I argue in my post today, the latest Pepsi campaign is nothing but brilliant, yet it has received little to no attention, because of the Tropicana and Gatorade debacles, among others. Pop over if you have a moment: http://www.unboundedition.com/pdp_thinking/2009/aug/12/refreshing-refreshing/

By: srp

srp — Sat, 01 Aug 2009 21:06:03 +0000

Today’s WSJ has a short piece on the major turnover in management of marketing for the North American beverage businesses at PepsiCo. It seems like they’re dumping all their beverage veterans in favor of industry outsiders. Perhaps that will work out for them but I’m a bit skeptical.

By: Sam Campbell

Sam Campbell — Fri, 31 Jul 2009 08:37:41 +0000

Hi Grant, I’m trying to contact you about the possibility of doing some work on one of our brands in the UK. I’m a planner working at Beattie McGuinness Bungay. Please drop me a line sam.campbell@bmbagency.com and I can tell you all about it. Kind regards, Sam

By: Helen DeWitt

Helen DeWitt — Thu, 30 Jul 2009 14:03:40 +0000

Hm. I always thought the name “Gatorade” was the only good thing about the drink. Can’t help thinking you remove a mascot at your peril. (Would Penguin change its logo to a P?) Last time I went to Gainesville (before the Democratic nomination) there were posters everywhere: Gators for Hillary! Gators love Obama! A drink named after the Fighting Gators makes you want to like it, and wish the drink met you halfway.

By: Steven Mazur

Steven Mazur — Sun, 26 Jul 2009 12:03:05 +0000

Grant, Insightful and thought provoking as always. Another fundamental issue on the part of the designers in these cases was leaving the base consumer behind by confusing them, by not having design cues that somehow connected them with the new packaging. In the case of Tropicana, they created a lovely looking package that was unrecognizable and even changed the naming conventions for the product options. People just would not go through the “work” to purchase.

By: Susan Mazur-Stommen

Susan Mazur-Stommen — Sat, 25 Jul 2009 14:04:02 +0000

Your last couple posts have been right on the money, Grant!

By: jerng

jerng — Fri, 24 Jul 2009 11:18:53 +0000

How's this for a gator-fix? I can't post the image here, it seems. http://picasaweb.google.com/yangjerng/LittleArt#5362045978667398770

By: raymundmitchell

raymundmitchell — Fri, 24 Jul 2009 10:58:58 +0000

The Tropicana thing, definitely Arnell. Gatorade’s decline in sales is due to “watering down” their product. How many variations of “G” or Gatorade do we need? What athlete or weekend athlete would drink PINK gatorade? Was there really a need for animated commercials or parody of the Knights of the Round table? This is a sign that the brand manager lost their way, and doesn’t understand what the product is and why people use it. Combine that with a need to be “cool” and you get their state of affairs

By: Zbigniew Lukasiak

Zbigniew Lukasiak — Fri, 24 Jul 2009 09:39:35 +0000

I think this requires a deeper look into what does cool mean. As a completely lay person here I put forward the theory that “cool” is the same as “fashionable” only it is more fashionable now. And what is really the role of fashion in our society? Why would people follow the designers?