Comments on: The Social Rebranding of Pepsi http://travel2dot0.wordpress.com/2008/11/05/the-social-rebranding-of-pepsi/ Insights into the convergence of interactive technology and travel. Thu, 05 Nov 2009 15:25:44 +0000 http://wordpress.com/ hourly 1 By: Motrin Ad Makes Moms Mad « Travel 2.0 http://travel2dot0.wordpress.com/2008/11/05/the-social-rebranding-of-pepsi/#comment-465 Motrin Ad Makes Moms Mad « Travel 2.0 Tue, 18 Nov 2008 18:52:55 +0000 http://travel2dot0.wordpress.com/?p=802#comment-465 [...] hindsight being what it is, my humble opinion is that they should have taken a page from Pepsi (see our post on Pepsi’s social re-branding efforts).   [...] [...] hindsight being what it is, my humble opinion is that they should have taken a page from Pepsi (see our post on Pepsi’s social re-branding efforts).   [...]

]]> By: Kevin Banks http://travel2dot0.wordpress.com/2008/11/05/the-social-rebranding-of-pepsi/#comment-441 Kevin Banks Sat, 08 Nov 2008 11:00:37 +0000 http://travel2dot0.wordpress.com/?p=802#comment-441 Change in this case is good onwards and upwards Change in this case is good onwards and upwards

]]> By: Katie Frassinelli http://travel2dot0.wordpress.com/2008/11/05/the-social-rebranding-of-pepsi/#comment-433 Katie Frassinelli Thu, 06 Nov 2008 19:39:16 +0000 http://travel2dot0.wordpress.com/?p=802#comment-433 Very interesting post. When we did our sort of branding... I wanted a logo that reflected our story. As a CVB we have a typical company logo (outline of Kentucky with a star on BG). This really doesn't mean anything to a travelers who probably doesn't identify the shape of Kentucky. I wanted a logo for the visitor, one that said who we are. We're home of the Corvette, the only place the car is made and home of the National Corvette Museum. We also have a train museum, plane "museum," major raceway and other automotive things, not to mention our farming community, amusement park, caves, etc. So - our "brand" became a Corvette driving over hills with the slogan "Get Rolling to Bowling Green." The slogan itself encompasses all kinds of things that "roll" and we've played with lots of different taglines in our ad campaigns. To me, this speaks to a visitor - especially since the majority don't even know what a CVB is! I love seeing CVB and State tourism logos that tell what they are about and are not just a cool font. Here's a presentation about the Kentucky Unbridled Spirit logo: http://www.censtatesttra.com/2008_conference/ResearchCreative.pdf Very interesting post. When we did our sort of branding… I wanted a logo that reflected our story. As a CVB we have a typical company logo (outline of Kentucky with a star on BG). This really doesn’t mean anything to a travelers who probably doesn’t identify the shape of Kentucky. I wanted a logo for the visitor, one that said who we are. We’re home of the Corvette, the only place the car is made and home of the National Corvette Museum. We also have a train museum, plane “museum,” major raceway and other automotive things, not to mention our farming community, amusement park, caves, etc. So – our “brand” became a Corvette driving over hills with the slogan “Get Rolling to Bowling Green.” The slogan itself encompasses all kinds of things that “roll” and we’ve played with lots of different taglines in our ad campaigns. To me, this speaks to a visitor – especially since the majority don’t even know what a CVB is! I love seeing CVB and State tourism logos that tell what they are about and are not just a cool font. Here’s a presentation about the Kentucky Unbridled Spirit logo: http://www.censtatesttra.com/2008_conference/ResearchCreative.pdf

]]> By: Scott Meis http://travel2dot0.wordpress.com/2008/11/05/the-social-rebranding-of-pepsi/#comment-431 Scott Meis Wed, 05 Nov 2008 23:25:33 +0000 http://travel2dot0.wordpress.com/?p=802#comment-431 Great minds think alike, nice post and thanks for the link. It is so crucial to not get hung up on a logo representing a brand. We hear this so often, but the brand is truly how everyone else actually talks about you, often moreso than how you present yourself. The evolution of a brand is really what we all make it to be from the outside. Not to discredit the core importance of presentation and initial foundation, but the evolution aspect is often not recognized as relying heavily on outside influence and third-party endorsement. Great minds think alike, nice post and thanks for the link.

It is so crucial to not get hung up on a logo representing a brand. We hear this so often, but the brand is truly how everyone else actually talks about you, often moreso than how you present yourself. The evolution of a brand is really what we all make it to be from the outside. Not to discredit the core importance of presentation and initial foundation, but the evolution aspect is often not recognized as relying heavily on outside influence and third-party endorsement.

]]>