The Importance of What we do!

While perusing the list of sites I follow and blogs I watch this morning. I stumbled across a gem on the Advertising Age Web site. After a summer consumer marketing campaign, during which, PEPSI got their followers involved in their marketing strategy by allowing consumers to submit designs for a new PEPSI can, which appeared very successful as cans began hitting the shelves at grocery stores, PEPSI has re-vamped their logo.

What does it cost for a national brand such as PEPSI or CocaCola to update their brand? Though the company won't confirm the cost, experts at Advertising Age estimate the logo development itself cost somewhere above $1 Million. Why so much? The firm contracted to do the re-design: Omnicom's Arnell Group, spent a solid 5 months to develop the new look. 5 months? On a logo?