Big Branding Moves for Pepsi

Marketers learned a long time ago that you don't have to talk about the product to have a successful marketing campaign. Brand image is just as important, and possibly more so, in today's market. Look at Red Bull. They're selling an energy drink, yet they create some of the most interesting and engaging content on and off the web, including sporting events, concerts, and an entire magazine. Look at the Jay-Z concert hosted by AmEx at SXSW. It's about selling a lifestyle, a culture association to the target demographic, especially when it comes to the under 34 year olds. Converse built an entire recording studio in Brooklyn based on "the cool factor." The artists don't share their publishing or royalties or even have to wear Converse shoes if they record their demos there. Converse figures the association just works for them on a grander scale and word of mouth.

What is new in this world of brand marketing is companies doing it right. Pepsi's "Live For Now" campaign, set to launch next week, has a real shot at nailing it. Pepsi has always associated itself with what's current and what's next, including their Generation X and Generation NeXt campaigns. After a year of research, the brand is launching its first global marketing campaign, centered around entertainment and pop culture, with a special focus on music.