I noticed an odd but relevant comparison between politics and branding this weekend.
Was it a coincidence that a press report claiming the death of Osama Bin Laden was released at the same time as US intelligence claim the war in Iraq has been responsible for increasing extremist support in Asia? I doubt it.
Why not do the Labour party thing and use timing to neutralize negatives statements and events?
Yet at the same time, Pepsi have been very patient in responding to Coke Zero. They have waited for the promotion and public fuss to die down, and now are reminding people about the "real deal". Instead of trying to paste all over the CZ threat, they simply ignored it, as if it didnt really matter, as if they werent bothered...truly enacting the brand image they put across (and CZ has so badly failed to match).
I think they have timed it well, and with enough of a media spend or great tv creative to go with the interesting print creative; they could suddenly gain back a lot of the market share CZ took away from them.