Evolving Your Brand.

There’s been a lot of buzz recently around Barbie’s marketing budget being slightly greater than it’s production budget. And in movie talk, slightly greater can equal $5 million dollars with Barbie’s marketing budget rolling in at $150 million vs. the cool $145 million for its production budget.

What the masterminds behind Barbie know is that investing in your brand is only partially about investing in your actual product or service.

Brand Evolution in Action

Let’s take Pepsi for example. According to our friends at statista, PepsiCo has a net worth of $261 billion as of July 2023. This billion dollar empire was built off of Pepsi, a carbonated beverage with no nutritional value that is mainly made of sugar & water. So how'd they do it?

They’ve been able to super sell their product by evolving their brand. Since its inception in the late 1800s, Pepsi’s logo has evolved over twenty times. They have artfully transformed their image, their message, their logo & their customer reach through continual brand evolution.

Take This With You

Now, let’s pause what may seem like a celebration of Pepsi. That’s not what’s happening here. In fact, my mind has a hard time even grasping that so many consumers have enabled PepsiCo to be so financially successful when its core product is actually really bad for our health.

But … what we can take away from the Pepsi example is just how critical it is to evolve & adapt your brand. Business evolution and brand evolution are mutually influential. And typically if your brand isn’t evolving, it means your business isn’t evolving. Which is a prime indicator that you will not be successful in the long term.

Ready to Evolve?

If you’re wondering if a personal or professional brand evolution is right for you, reach out! I can work with individuals and organizations who are looking to redefine their brand presence.

And if you’re going to see the Barbie movie in the theatre, maybe skip the soda machines and byob instead.