Why Coke Beat Pepsi for the last 100+ years
August 3, 2009
Originally, I parsed the image as Coke never having changed its core branding while Pepsi wandered across a multitude of brand messaging over the years. Then a colleague asked whether the core of the message conveys that – “Coke resisted change to a somewhat proven message / culture, Pepsi tinkered with it a bit too much. Is change over-rated? Could it – at times – mean lacking confidence on the present scheme of things? Could large businesses afford radical changes so closely spaced? Like, changing the core brand message once almost every five years.” Interesting thought. However, if you remember the fiasco of “New Coke” the idea above may not be full proof.
Courtesy – This post