Jaime Oliver is opening a series of stores in the UK, and his agency designed some great packaging for the place:

Pepsi names TBWA/Chiat/Day their new brand marketing shop, and the Arnell Group, which did their dopey new logo, their design shop. BBDO loses Pepsi after an almost 50 year long working relationship. Pepsi's been losing share and volume for a while, so they're no doubt looking for a goose from a new marketing agency. Hey! Give us a call Pepsi! We'll think of something cool.

Oh my...Pepsi's re-branding effort is looking quite poor. I've seen large companies with long-term brand investment take that big leap of re-branding...Apple leaps to mind...and do a great job. But this one...well, see for yourself. Personally, I think the "MTN DEW" just looks dumb, like something a Junior High student would draw on his notebook, and the globe logo (why touch that?) looks like an angry smirk. 

A wise man once told me (actually, it was the inventor of Designer Whey Protein) If you get the positioning right—your brand will succeed. If you get the positioning wrong—your brand is done for! Very wise, and very accurate. Positioning is a relative competitive comparison...in a given market as perceived by the target market. The last part of this simple marketing definition may be the most important—and the most overlooked. Positioning happens in the mind of the target. What they think, as opposed to what we think they think (or what we want them to think).

The first thing to realize is that ReBranding is more than just changing, updating or tweeking your logo. It's more than marketing, as well.

This is a serious commitment. At Quantum, we treat it as such.

We work with you to analyze the market space your where brand competes—reviewing the competition, their positioning, marketing initiatives, share, etc.

Next we highly recommend conducting a Positioning Workshop—because this is absolutely the most important member of the marketing mix.

Ok, so we now know about the space your Brand competes in, all about the competition and your brand's unique positioning.