Thinking aloud

What GREAT post, so true to what Coke has brought to our lives. A clear message, always consistent and powerful!

Pepsi was really copying the look and feel of Coca Cola until the 1960's. They looked like Coke's second cousin for quite a while. Not surprising that Pepsi started tweaking their logo from the beginning as it seemed to reflect one of the cast off designs from the original Coca Cola logo.

Fire the Pepsi graphic designer way back in 1898

Who wants PEPSI anyway? The coke logo has changed a little more than that anyway, but why destroy a good story with facts...

This is a really interesting image, but I think the context in which it's presented is wrong. This display would show "the power of consistency" if Coke were significantly more successful than Pepsi. But they aren't. The two products are still complete substitutes, holding about 50% each of the market share over time. So doesn't this branding display prove the opposite hypothesis? I would give it a title like: "Consistency in branding has no relationship to the success of a product."

i disagree that consistent branding has nothing to do with consistent sales, one could also argue "consistent" marketing is doing something different every season...whereas consistent branding is doing just that, consistency from year to year in the look and feel of the brand. i think the pepsi/coke observation above is more about the idea of pepsi trying to have its own identity, and how that has evolved over the years. much like these brands.
http://www.neatorama.com/2008/02/18/evolution-of-car-logos/

consistency? are you forgetting "New Coke": http://en.wikipedia.org/wiki/New_Coke

Like PaulBirza, I think there might be a little revisionism with this time line as New Coke with it's stiff logo was the Coke brand of my youth.

Thank you all for the comments and for engaging in this discussion.

I believe that the logo represents much more than just a logo, but the way Coke has been consistent delivering its main message; Enjoy.
Pepsi has been always the cool brand. But cool is hard to control and hard to plan.

I liked the time line graphic because it touched a nerve inside of me and my relationship with Coke. It's always been there for me, optimistic, human, sensitive, showing the good things of life.

There's the commercial that you all have probably seen from Argentina "para todos" that captures all that Coke is to me.
http://www.youtube.com/watch?v=_t1XeqTnB7g

What I like about the spot is exactly what the graphic represents: consistency gives you validation and therefore only Coke could have made that commercial.
Coke owns the emotional/human because it has been consistent on its delivery (with some bad exemptions of course) and that's why I encourage Brands to remain consistent. Because Volvo means safety and Nestle means care and Apple means creativity.
If a brand owns an attribute in the consumer's mind, marketing is at its best. Maybe I'm missing it but what attribute/emotion does Pepsi own?

Thank you again for your comments. I really appreciate your participation.

Let's be honest, you hate Pepsi and you love Coke. Nothing wrong with that. But to rewrite the branding history of the cola wars for your own (or the image creator's own) personal enjoyment is not really accurate.

Coke may mean enjoyment to you, but it's only delivered the message in 1923 and 2000 (http://en.wikipedia.org/wiki/Coca-Cola_slogans). How's that for consistency?

The attribute you're missing that Pepsi owns is "youth". "You're in the Pepsi Generation", "The Choice of a New Generation", "Generation Next", "For Those Who Think Young", etc. (http://en.wikipedia.org/wiki/Pepsi)

Personally, I love Pepsi and Coke is too carbonated for my liking. But Pepsi has committed brand suicide over the last year and Coke's recent ads rock. That still doesn't mean I can change either company's branding history.

While I love this graphic, I would be very interested to see a more historically accurate comparison.

I generally agree with you, and I think Coke knows that. They sweyed once and it immediately became apparent that it was a wrong decision

natetharp, I had the chance (luck) to work on the Pepsi brand during the nineties here in the US. I also worked on Frito-Lay, Pizza Hut, Taco Bell, Burger King and Mountain Dew, so I can tell you I have some perspective on the branding side.

5 years Pepsi was all I drank. So I don't hate it.

I do believe though, that Coke's message resonates stronger with consumers. The same way McDonald's message and positioning does too.

Take taste and accessibility aside, the branding, the pure emotional reaction to the brand itself is better for Coke.

The song, the bears, the joy factory, the logo... whatever it is, Coke has an edge over Pepsi.

That of course is just my opinion.

stianbrathen I agree with you. Who are we to get in the way of a good story. I just thought that whoever put this together had an interesting point to make. There are other people making interesting observations about many things around here, but Coke and Pepsi is a classic battle.

Enjoy it! those who think young!

Pepsi tastes better though:

inaki escudero, I have also had the chance (luck) to work on the Pepsi brand for several years in the U.S. during the 2000's so I can tell you that I also have some perspective on the branding side.

But you eventually conceded to the point that I was trying to make. The superior resonance of Coca-Cola is just your personal opinion.

I'm a huge fan of Coke's branding, especially the work they've done in the last 2 years. And if you ever get a chance to visit The World of Coca-Cola in Atlanta I highly recommend it.

But when put to the test, Coke's resonance with the consumer just doesn't stand up to Pepsi's. Maybe for you, but not for the public at large.
http://www.forbes.com/2009/05/06/world-reputable-companies-leadership-reputation-table.html

HI, i think you should check this link » http://tinyurl.com/nmtenu. Of course, the changes are less radicals, but they're. Greetings.

Brand New tries to set the record straight.
http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php

Thats why we love coke

that's bs. coke's branding has changed multiple time over that period.

and their ads suck. polar bears my ass.

Those are strong feelings Eddie. I understand. I really have a thing against BK. Its not rational. I just don't like the hype around the creative work. Thanks for your comments.

"A picture is worth a thousand words"
You've come up with an great viral image that shows how two rival brands define their image.

Recently, I’ve wrote an article that shows you how you can benefit from Coca-Cola’s history, go from being great to be seen as great and change the World.

It’s called: Be like Coca-Cola - http://bcoelho2000.blogspot.com/2009/04/be-like-coca-cola.html

I hope that you find it usefull!

Best regards,
Bruno Coelho

Bruno. I am sorry about the confusion. I didn't create the image, I found it on http://img507.imageshack.us/img507/8676/4586.jpg
I was attracted to it because it got my attention and immediately made me thing about one issue that I keep running into with brands and their brand message: they keep second guessing it, and modify it.

I think that the image, the brands involve and people's passions made it viral.

Thank you for your comment. I really enjoyed your article about coke. Loved the print ad you found.

Thanks Inaki! I'm glad that you've found the "Be like Coca-Cola" article useful! :)

Keep up the good work!

i see your point, but the coca cola logo has changed as well.
but anyway, nothing justifies the horrendous new pepsi logo. what the hell is it anyway?