When you see any Pepsi product (the soda product brand family

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Not the parent company), you know instantly that it’s a Pepsi product. Even if it’s that weird new Zero Sugar Mango or the failed Crystal Pepsi — you know they’re Pepsi drinks in a matter of moments. You’re not confused for a second that Pepsi is a Sprite or a Coke or a beer. This differentiation is essential with competitors.


If you’re creating a hot new cola, you wouldn’t dream of a solid red can with a peru telegram database cursive font, right? But it’s important even within a single brand, too. Take OtterBox, for example. The company’s main product area is phone cases. Its first two popular product brands were the OtterBox Defender and the OtterBox Commuter. We think these are both very strong product brands. The Defender is the bulky, ultra-rugged case that protects phones from nearly anything.


The Commuter is a slimmer but still protective case designed mainly for (can you guess?) commuters. Consumers aren’t typically confused about the differences. But from there, things fell off a bit. Later series include Symmetry, Aneu, Figura, and Lumen. You can kind of guess what some of those are, but none of them speak with the clarity of the original two. The differentiation just isn’t as strong.