Zack Milkman Expert Brand Strategist

As a startup founder and CEO, you likely wear many hats, including that of brand developer. However, developing a successful brand requires expertise that is often absent from misguided slogans, logos, and ad campaigns created without professional guidance.

Pepsi learned this lesson the hard way in 2017 when they attempted to incorporate elements of political activism into an ad featuring Kendall Jenner. While the brand recognized that consumers want to see brands engaging with important issues, they failed to realize that consumers are also savvy enough to recognize empty virtue-signaling and cultural appropriation.

In the ad, a vague protest featuring signs reading “Love” and “Join the conversation” was disrupted by Jenner, who handed a Pepsi to a police officer attempting to stop the protest. While the crowd in the ad cheered, viewers were quick to condemn the gesture as insincere, unrealistic, and offensive.

This is precisely what entrepreneurs should avoid. DIY brand strategies can result in confusing, ineffective, or even offensive branding. It's crucial to seek out professional guidance to ensure that your brand makes a positive impact and resonates with your target audience.