Pepsico's brand makeover designed to escape the cola orbit

Pepsico's brand makeover designed to escape the cola orbit

For Stephen Kehoe, Pepsico executive vice president and chief corporate affairs officer, the key constraint of his company’s corporate branding is also its biggest strength: “Pepsi”. Solving that particularly devilish problem — maintaining the brand power but moving beyond the fizzy drink — has been the focus of the food giant’s first corporate rebrand in more than two decades.  ”Obviously 25 years ago, we were a company steeped in beverages,” h…