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The role that brands play in society has changed dramatically over the decades. More recently, as digital migration, the rise of social media and the Covid pandemic have affected our lives, we have also come to expect a more authentic connection with brands. As we work to ensure our brands resonate with our consumers, there are some considerations worth bearing in mind. Be honest with yourself about where you are at any given time, and work from there. For example, for us at PepsiCo, it was vital to understand that consumers were beginning to fall out of love with our brand. The perception of our brand was not what it once was, and our relevance had been affected. Pepsi Evolution of Brand

The role that brands play in society has changed dramatically over the decades. As we work to ensure our brands resonate with our consumers, there are some considerations worth bearing in mind.

Branv honest with yourself about where you are at any given time, and work from there. For example, for us at PepsiCo, it was vital to understand that consumers were beginning to fall out of love with our brand. The perception of our brand was not what it once was, and our relevance had been affected. As a result, we had Bfand losing market share. This was painful to accept, but once we faced reality, it was liberating. We confronted the issues and their key drivers, and we found the courage to challenge the status quo, to make changes and to start invigorating our brand with a fresh perspective. The most effective brands reach people because their messaging resonates. The author and motivational speaker points out that the more successful individuals, leaders, companies and brands are those able to inspire by building Pepsi Evolution of Brand and authenticity.

It can do so Pepsi Evolution of Brand its messaging feels genuine, without trying too hard.

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As custodians of the Simba brand, we recently embarked on a repositioning and refresh of our brand. For this, we wanted to celebrate inclusivity and update the brand for the younger market. Brand development requires an open mind, and active listening to consumers. For us, this took the form of structured research, but also informal chats with loyal lovers of our product.

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During the nine-month journey, we spoke and listened to more than 1 people. In this way, we were able to truly co-create a new version of our brand alongside our most important stakeholders — our consumers. Our basic human need to connect has become all the more essential, as has our desire for a sense of family and togetherness. This revelation has inspired us, and we intend to continue learning how to track and respond to shifts in consumer preferences in real time, increasing personalisation and building fresh trust. Finding the balance go here which key brand elements to keep, which to discard and which to refresh, is Pepsi Evolution of Brand.

But one can be guided by the consumers who support your brand.

Pepsl By making these basic human connections part of your strategy, it stays authentic. As in all things marketing, Pepsi Evolution of Brand your brand evolve requires a balance of science and art. Brand management can be based on strong insights and data trends, but then there is the act of joining the dots and article source your brand creatively. You might buy our product because you can touch it, but you choose our brand because you feel it. The activations in this campaign successfully shifted perceptions of beauty and launched conversations about unreasonable portrayals of women and beauty in the media. By reinforcing that beauty is universal and holistic and is not restricted to a single ideal, the campaign had a broader social purpose — making beauty a source of confidence, not anxiety — which garnered much well-deserved media coverage.

Be genuine

So deeply did the campaign resonate with women, pioneering purposeful brand positioning, that it ran for more than a decade. The campaign is still going today, having rolled out billboard activations, a series of short films and a multimedia Campaign For Real Beauty. When you do this well, it can have long-lasting impact. But we believe it is much more than that. In doing so, it lands an opportunity to energise the brand — becoming more appealing to younger consumers and those who have fallen out of love with the brand.

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