Category: brand storytelling

Pepsi Fires Back: “We’re Not Pessimists”

Pepsi Fires Back: “We’re Not Pessimists”

Brad Jakeman, Pres. of Pepsi’s Global Beverage Group, defends the brand’s controversial “Live for Now” positioning.

Pepsi: The Choice of a Hopeless Generation?

Pepsi: The Choice of a Hopeless Generation?

Pepsi’s “Live for Now” reflects the pessimism of younger Americans.

Ogilvy: Occupy and the Brand Believability Crisis

Ogilvy: Occupy and the Brand Believability Crisis

Social@Ogilvy’s Rohit Bhargava Cites Occupy Wall Street in Presentation to Shop.org Retailers.

Nationwide Attacks “Shareholders” in New Campaign

Nationwide Attacks “Shareholders” in New Campaign

There’s an explicit anti-Wall Street message in the insurance company’s new branding strategy.

HuffPost:  Storytelling is not Optional

HuffPost: Storytelling is not Optional

Arianna Huffington discusses the importance of storytelling in our national life.

Harvard Business Review: “I Won’t Hire People Who Use Poor Grammar”

Harvard Business Review: “I Won’t Hire People Who Use Poor Grammar”

“Good grammar is credibility, especially on the Internet,” Kyle tells the Harvard Business Review.