Yesterday we discussed Amazon and the challenge intangibles and digital products have with perceived value. I must say, the comments yesterday were rich and deep, and it’s really got me thinking. I’ll be picking up this theme again very soon – if you haven’t said a word there yet, please do leave a comment on what others have said.
Today we’ll look at the second case study, namely Pepsi’s decision to invest it’s $20 million Super Bowl spend rather into Social Media. As I said yesterday, I’d certainly recommend reading both ABC News’ article and Augie Ray’s article at the Forrester Marketing blog, as they both provide excellent analysis and further examples of other companies doing similar things. I don’t actually want to talk about Social Media here though, as they haven’t started the campaign yet – I actually want to focus on Cause Marketing, Authenticity, and, well, you can read the title! Continue reading
