In its first rebrand in 14 years, Pepsi unveiled a new logo and color palette to be seen on shelves in North America this fall, marking the brand’s 125th anniversary. While the revamp nods to Pepsi’s nostalgia, it pushes into what Todd Kaplan, Pepsi’s CMO, said is an increasingly “phygital” world, where consumers engage with brands both in-store and online.
Here are Kaplan’s three marketing lessons to build long-term connections with customers.
“You can’t be everything to everyone, because then you’re nothing to anyone,” Kaplan said. Instead, he thinks about how the brand shows up within subcultures like hip-hop.
“Rather than chase the consumer, following them everywhere, think about building deeper, more immersive brand experiences where they can find you,” Kaplan said. “It’s the idea of an opt-in cultural environment that you create … where consumers can choose to engage with you.”
It’s easy to put most of your marketing efforts on bottom-funnel strategies because they’re easier to measure ROI, Kaplan said, pointing toward abandoned cart emails. However, “you can sell a product all day long and push people through the funnel, but brands are what people have tattooed on their bodies—it’s an emotional connection.”
“Transactions are fleeting,” Kaplan said, especially for a “low-involvement” consumer packaged goods brand such as Pepsi, which doesn’t require the same purchase consideration that an expensive purse would. “Brands have staying power and real loyalty—and that’s where you get pricing power in the future, differentiation from the competition, and develop deeper brand love.”
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