Bittersweet Branding Gyrations

While the Pepsi displays were nicely done, I still question why large brands go through great lengths to put on a big elaborate presence at a trade show. To make things worse, Pepsi didn't bring their Throwback natural sugar based soda, and could only offer flavored corn syrup or, far worse, artificial chemical sweeteners to "taste test" against each other. For all the plasma screens and nonsense, I'm still drinking Coke de Mexico or Illy coffee.

The fake sugar company wasn't the only one with a big budget to offer very little. Chevy brought their Volt, but we couldn't drive it, and parking a Corvette on the sidewalk made it look like some jerk couldn’t find a spot in the convention center garage. Microsoft had Bing-branded free cabs, and perhaps the worst copywriting in recorded history - Use Bing On Your Thing. Nice visual, Mr. Ballmer.

Yes, I understand the whole brand reenforcement bit that agencies and TV networks love, but I think they all could learn from Southwest Airlines and Apple. Make a great product and hold the fireworks. Southwest wasn't here, but their flights got plenty of us to the show and back. Apple wasn't officially here either, but the city was sea of Macs and the conference guide stated that around 70% of us are iPhone users.

Posted via email from Fear and Loathing at SXSW Interactive