coke_pepsi
9
1# BRANDS ARE CREATED IN CONSUMERS MINDS “Products are made in the factory, but brands are created in the mind”, Walter Landor
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1# BRANDS ARE CREATED IN CONSUMERS MINDS “Products are made in the factory, but brands are created in the mind”, Walter Landor Brand joins the nation in the struggle for freedom and democracy “...we’ll have the good things, again, someday.” “But now it’s work harder and fight...we’ve got a tough war to win…” 1985 – Not anymore!!! 1969 – “It's the real thing” ...”not anymore!” “It’s the real thing”... 3# SEGMENTATION & DIFFERENTIATION “Seek the right people, not the majority”
Transcript of coke_pepsi
1# BRANDS ARE
CREATED IN
CONSUMERS MINDS
“Products are made in the factory, but
brands are created in the mind”, Walter
Landor
“...we’ll have the good things, again, someday.”
“But now it’s work harder and fight...we’ve got a tough war to win…”
# SOCIAL CHANGES: “WORLD WAR II”
Brand joins the nation in the struggle for
freedom and democracy
2# CONSISTENCY
1969 – “It's the real thing”
1985 – Not anymore!!!
Coke 1945, American
Hero
“It’s the real thing”...
...”not anymore!”
3# SEGMENTATION &
DIFFERENTIATION
“Seek the right people, not the majority”
In 1963 Pepsi repositions itself as a young
brand…
…differentiating itself from the classic image
of its main competitor
# SOCIAL CHANGES: “BABY BOOM”
4# COKE VS APPLE
American Hero vs American Outlaw
Apple 1985-1997, the same happens again…
http://www.youtube.com/watch?v=MAIPpjeL6NA
BE REMARKABLE!
