looks like a whole lot of bullshit
Pepsi: Breathtaking Design Strategy (2008) [pdf]
51–60 of 276 posts
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#52Always a classic, and it never fails to make me laugh when I scroll through the smiley face section. Impossible to unsee: https://www.cannotunsee.net/post/730928004/pepsi/amp
I was also thinking of the same thing, which goes to show how great a work of culture jamming[1] it is.
[1] https://en.wikipedia.org/wiki/Culture_jamming “Tactics include editing company logos to critique the respective companies, products or concepts they represent[...]”
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#53PepsiCo Inc (PEP, Nasdaq) isn't merely a beverage company - as explained in this strategy document - it is a space company. The Pepsi Universe, with respect to its 8 light year characteristic length, reflects the scale of the total addressable market (TAM) that PepsiCo can expand into. Noted short-seller and equity valuation skeptic Jim Chanos once described the TAM of space companies as infinite, because space itsel…
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Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#54It's like Pepsi had a psychotic break. Don't worry, friend, it happens sometimes.
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#55despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…
Metrics to drive up numbers are the way forward. You need to test theories and prove them with data and experiments. THIS is what is expected in a report; and I see nothing I expect in this report.
Everything you see here is NOT sophistication. It has no science it's just an illusion.
The use of geometry and technical jargon gives the illusion of legitimacy however this stuff is no more legit then the word 'science' in 'scientology'. Which means that exactly like scientology, the content is illegitimate but borrows vocabulary from legitimate fields like "science" to make it seem real.
The use of analogies like DNA help people form connections with irrelevant things and these analogies don't actually communicate any new information. They serve to create a feeling of catharsis when you realize that there is a connection, but the connection is actually worthless. You learn nothing new.
Take the analogy: "Life is like a box of chocolates. You never know what you're gonna get." The quote is worthless. You already know life is random. You already know chocolate boxes are random. A comparison is made and a new connection is formed in your brain. But is there actually any new information here? No. It's a trick to make you think the quote is profound when it is really a bunch of mundane stuff you already know.
You've been bamboozled, along with every exec that fell for this report. Possibly the person who wrote this report tricked himself as well.
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#56despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…
You could say that about anything that looks silly. At some point you gotta actually just say outright and unequivocally that something is silly. If this logo redesign wasn't absurd, nothing is.
Exactly. The above commenter is saying a lot of effort went into this. I don't think anybody would disagree.
It's just that the effort is making something completely ridiculous
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#57despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…
I always fall back to the Dropbox show and tell post on HN and the iPod is lame slashdot meme as a point to everyone on my team because it reinforces that the building part is just one aspect of a business.
I can laugh at this as agency nonsense with the rest of the crowd, and I think some of it may be warranted. But, it is still ultimately how business works insofar as brand matters, small tweaks to brand can have huge ripple effects; mightily so when the product is the brand, and disregarding anything brand or marketing related is foolhardy.
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#58Worth mentioning that this is the same design company that blew $35MM on a terrible redesign of Tropicana Orange Juice, which they reverted back within a couple days (but kept the mock orange cap) https://www.thebrandingjournal.com/2015/05/what-to-learn-fro...
I see high level design docs like this on occasion. I decided I am not qualified to comment, but my opinion is very polar. Either it is all a very expensive pile of poop or brilliance and design beyond my understanding. When looked upon at a distance I cannot discern which opinion is correct.
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#59Earlier quoted context omitted.
It’s not the level of effort that’s weird, it’s the terrible output despite the level of effort.
My question is, bullshit aside, can we measure how effective this new logo was for Pepsi? Did it have any effect at all?
The stock has been on a tear since then, so there's that. Hard to say what all the inputs were, but it didn't hurt, at least, observationally.
Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]
#60despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…
they lost me at pepsi universe
No Pepsi Boson. I left disappointed.