Constantly changing design required in Asian markets
By John Mathews, Strategy Director, Blue Marlin Sydney
There are always detractors when a high profile brand takes a risk and does something a bit different – or heaven help it, a lot different – as Pepsi discovered in 2008. Its new identity system was widely criticised in the media, even before its “leaked” design brief was ridiculed on the web. But when it comes to success in developing markets, the brand will probably prove its detractors wrong.