Pepsi has been all over the Interwebs lately, due to their new “Live for Now” campaign. It has definitely intrigued me as an avid follower of brands and brand shifts. I think it is a transformational point in what a brand is and what it stands for. For years, I’ve been calling for brands to expand what their focus from a product or service provider to something more; something that means something; a catalyst to support and facilitate life. This is exactly the direction that Pepsi is moving.
The claim to position for “the Now culture” is a great move, but what they are really doing is defining the Now culture. By becoming a platform of cultural icons, engagement, conversation, and insights, Pepsi can single-handedly integrate their brand into the lifestyles of the individuals within the culture. This has huge implications. Not only does it increase all levels of brand and marketing metrics by becoming the top of mind, first considered product within the category, but it does something so much more; it gives the opportunity for Pepsi to become a defining factor for the individuals life and personality. By becoming this catalyst for a culture, individuals will blow past brand loyalty and advocacy, and go right into brand passion, where the alignment with the brand communicates and defines specific aspects of the character and personality of the individual.
it gives the opportunity for Pepsi to become a defining factor for the individuals life and personality
Now what exactly is Pepsi doing? In the simplest of terms, expanding their brand ecosystem. No longer are they focused on pushing messages with the focus of selling product, but are developing an interconnected journey through passion points, brand cues, conversation, connections, people, charities, celebrities, information, etc. all supported and facilitated by the brand. This road map or, what we call, consumer cartography, allows Pepsi to facilitate the engagement and drive users towards the correct information at the most opportune time. And the fact that they are driving forward with the end goal of creating the “Now culture” they have a strong conviction and desire for a direction. The combination of the two (end goal visualization and customer cartography) is the beginning of massive success.
Photo courtesy of Flickr – Just Another Wretch