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Pepsi and Starbucks rethinking experience
Apr 17, 2007
Starbucks and Pepsi are both lagging, so they're each considering how to improve their experience. (Pepsi is an experience? They think so.)
From the Economist, Brand management - Trouble brewing (note - registration required for full story):
During its 109-year history Pepsi has undergone many rebrandings, of course, but none on this scale. By next year the current red, white and blue Pepsi can will have disappeared from the shelves. The company instead promises a “sustained discovery” for people of all ages and—not surprisingly—a new “experience”.
