I am Frank Frederick, “The Voice” ^TM and these are some Frank Words.

The Pet Rock, Mood Rings, Beanie Babies, or Cracker Barrel Restaurants logo…

What do they have in common? They are all fads.

When creating a Voice Brand for your business there is ONE thing which helps your identity be exceptional and it is: consistentcy. For some 48 years the latter kept a folksy, humble, homey presentation in front of the consumer with their portrayal. Then one day earlier this year all of their good will changed in a heartbeat. The current Cracker Barrel CEO chose to go a different direction and rebranded the companies distinguishing attributes; what happened next was classic, customers balked and stopped patronizing Cracker Barrel stores. Not only was the logo reworked but the eatery’s sound (as in the tempo and metere) was also disrupted. They had become irrelevant by being inconsistent.

Today I was notified that a brand which has been around for over 130 years has gone “woke” by announcing new illustrations for the well established corporation. The rendering of their new logo reminds me of the 1960’s with avacodo green, muted orange and a dash of sky blue.

You may have heard one of Frank Frederick, “The Voice” ^TM ‘s marketing truism’s: “If it ain’t broke, don’t fix it”. Pepsico’s management has not learned what cost Cracker Barrel their market share and it will likely cost Pepsico millions upon millions of dollars and their customer base.

I am not Pepsi drinker, personally I enjoy what is known as “Texas Tea” – Dr. Pepper. Pepsi’s stockholder’s should be quaking in their boots as the company sinks into oblivion. The latest data reveals Pepsi Cola is no longer the second most poular brand of soda pop as Dr. Pepper has edged out the strong contendor to become number two now.

Finding what makes your enterprise unique takes time. Changing that which sets you apart from other companies impulsively will result in calamity. I will delve into the concept of how to determine what makes your company exceptional on another Blog post, today the idea to take home with you is to stay relevant by remaining consistent in how you are perceived by consumers. Knee jerk reactions to a small percentage group of buyers will result in failure of good will.

Pepsico will spend hundreds of millions of dollars to rebrand the company and even more to change back to the original brand when the ultimate failure arrives in the course of two to three years. Remember “New Coke”? What this means for consumers of Frito Lay, Quaker Oats, Gatorade, Lipton, Soda Stream, Tropicana Juices, and soda pop drinkers worldwide is the price of the enterprises goods will go UP substantially.

You may or may not agree with these thoughts but I will tell you this: These are some Frank Words from Frank Frederick, “The Voice” ^TM.