Selling dreams or cans?
Fueling innovation via Brand Codes

Many a times we limit or restrict our brands into manufacturer led category definitions. However, brands connect with consumers at a deeper emotional level and transcend categories. Entrepreneurs and businesses which are able to leverage brand semiotic codes can always find new growth avenues leveraging their current brand assets, without getting restricted into current technology or formats.


In this article we study the soft drink category and talk of the opportunity Brand Pepsi has to redefine youth cool and keep growing its franchise!