Millions of dollars are spent on branding and the development of that perfect icon, but as soon as a new logo is put into place, the old brand design is banished. Great efforts are taken to replace all of the old images with the new as soon as possible.

Pepsi has taken a different twist on its logos and instead of abandoning the look they have brought back previous designs as part of an anniversary celebration. Pepsi fountain cups currently represent five different incarnations of the logo, illustrating its evolution from 1945 to the present.

It cost them nothing extra to do and has the added benefit of having people actually pay attention to the cups instead of glossing over them due to their sameness.

Is there something in your archives that you could resurrect for a specified period? Retro looks are quite popular these days – maybe you could play off of that and bring back a vintage logo or masthead for your organization. Everything old is new again – just ask Pepsi!


I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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