A few months back, I read Lovemarks, a book about the future of corporate branding. Written by Kevin Roberts, the CEO of Saatchi and Saatchi, the book explored the hard-core loyalty that some customers feel for certain brands. As a Crest kid, a Tom Petty fan and an intense devotee of Kosciusko mustard, I can absolutely attest to the power of brand devotion; on the other hand, as a former Ben and Jerry's booster, I also know just how easy it is for a brand to destroy that relationship. Of course, the ultimate example of a disastrous rebranding is Coca-Cola's 1985 decision to change its formula. As customers rebelled, the company tried to explain that numerous blind taste tests had revealed that New Coke was a more popular flavor. The mob, of course, was unmoved and, within three months, Coke was back to its old blend.
It's worth noting that Coke's originial justification for changing recipes was its competition with Pepsi. Now, a little over twenty years later, Pepsi is investing in a little rebranding of its own, with a new logo and a new can design. Starting in November, the company will be unrolling a $1.2 billion worldwide campaign to launch its fresh look.
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