brandXpress blog

It’s not the firs nor the last of big brands that seems to think that their slumping sales will recover by slight changes in their branding. I’m not sure that this is the right answer or just an effort in the wrong direction at not the right time. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.

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A healthy strong brand has definitely has some other attributes than the best or the biggest. A healthy and a strong brand generates also more results than just bigger sales. A healthy strong brand sustain a product over time through consistency, excellent communication, providing value to its target customers. These and much more.

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Since I had a quite long break from brand-blogging I thought I should point out some of the posts I found interesting in the branding blogosphere, just in case you missed them:

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Gap, the company that helped make khaki beige a fashion statement, is to review its Gap and Old Navy brands after the retailer revealed disappointing sales in December and expected increased pressure in January.Total sales for December were down by 10% on results posted two years ago, at $2.34bn. The company has been in the middle of a two-year rebranding operation but has admitted it has failed and will review its strategy at the two divisions.

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