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Brand Bible by Debbie Millman

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F39 Job:09-26878 Title:RP-Brand Bible
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BRAND BIBLE102
(Text)

By the mid-’60s, nearly 50 percent of the Ameri-
can population was under the age of twenty-ve,
1
the result of the post–World War II baby boom.
In light of this dramatic demographic shift, some
older brands repositioned themselves for young
consumers. Only a few years earlier, in the ’50s,
Pepsi-Cola had appealed to body image to sell
its signature drink, assuring consumers that it
“refreshes without lling.” Fast-forward to 1961,
and the tagline had shifted from one of image to
one of demographic: “Now its Pepsi—for those who
think young.” The company would continue that
tack throughout the ’60s; in 1963, it informed young
consumers, “You’re in the Pepsi generation.”
2
These
ads marked a pivotal moment for the soft-drink
maker. The company no longer sought to speak to
everyone; rather it targeted one denable segment
of the market, creating a dialogue—and a brand
identity—that set Pepsi apart from the competing
beverages of the time.
 the civil rights move-
ment, the sexual revolution, and an evolving youth
culture transgured the cultural landscape of the
previous decades. These societal shifts provided
a catalyst for political and social change; they
also informed the evolution of brands. The new
era brought with it an emphasis on authenticity
and justice—and skepticism of government and
big business. To be successful, businesses had to
create brands that stressed honesty, projected
a personality more than product features, and
connected in a meaningful way with the cultural
movements of the day.
ThE
EvoLUTIoN
of
REvoLUTIoN

and
08
Pepsi advertisement,
1964
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Classic “Think Small
advertisement for
Volkswagen, created
by Doyle Dane
Bernbach, 1960
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