WHY COKE’S AD SOARED AND PEPSI’S CRASHED: HOW IS YOUR BRAND DOING?

With their respective television commercials, both Coke and Pepsi started out with the same goal: to refresh and redefine their respective brands.

There is nothing wrong with wanting to re-energize one’s brand. In fact, one of the most frequent pieces of advice I give to my clients is to step up and stand out more because it is very easy to fall into the obscurity trap of familiarity.

However, there is a right way to create a buzz and a wrong way.