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PepsiCo’s New Definition Of Relevance

3 weeks 5 days ago

In 1967, the song “San Francisco” by Scott McKenzie described “a whole generation, with a new explanation.” The line still captures a central challenge for brands today. Customers continually redefine what they want from the products they choose: more health, less sugar, greater functionality, better value, or simply a better fit for the moments in which they consume them. For beverage brands, these changing expectations are reshaping what relevance means. The issue encompasses more than...

Joan Kiddon

The Difference Between Positioning And Messaging

3 weeks 5 days ago

Alongside category design, messaging, storytelling, and thought leadership, positioning is where your company claims its strategic seat within the market’s mental map—and, when engineered deliberately, this seat is one competitors cannot easily take. When business leaders talk about winning a market, they often think first of their product—maybe its features, funding, or its first customers. All are necessary, of course. But the crucial, often invisible, vector that separates the market winners from all the rest...

Bruce Cleveland