There is a lot of emphasis put on storytelling in PR. So how do you tell a story? Can a logo tell a story for you? I think it really depends on how you decide to display your logo to the public, especially if it is a new logo. The Pepsi rebranding campaign, referred to by bloggers as the “Pepsi 25”, is a good example of how to present a new logo in a fresh and interesting way. Pepsi decided to pick 25 bloggers and send them empty cans that progressed from the oldest logo all the way through to the newest one they have just come out with. Since there are so many different media outlets nowadays, the only way to truly get across to your audience is to create an experience or a story behind your campaign. In Seth Godin’s blog Your Brand is Not Your Logo he expresses that it is far more important to put your time, money, and effort into creating the experience instead of an expensive logo. Pepsi basically created a timeline of their logos and the change the Pepsi can has endured throughout the years and sent them to some of the most influential bloggers on the Web. This campaign not only got bloggers attention but also told Pepsi’s story in a very interesting way. Bravo.
November 6, 2008
What Does a Logo Say About You?