Bonus: Best and Worst Brand Writing of 2024 with Carissa Justice
We’re stepping into the overlooked and underappreciated world of verbals to reflect on the best (and worst) brand writing of 2024. From one-off campaigns to full verbal identities, which brands made this year’s naughty and nice lists? To weigh in on the good, the bad, and the missed opportunities is Carissa Justice, Founder of The Subtext, an online destination by and for writers, amplifying unique voices and fresh perspectives.To see more of the brands discussed today, visit achangeofbrand.com or follow us on Instagram @changeofbrand. Check out thesubtext.online (here) for exciting and inspiring copywriting in branding and beyond.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), edited and scored by ATAM Audio, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.
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Pepsi with Mauro Porcini
When Pepsi’s overly philosophical rebrand launched in 2009, it was a real head scratcher for average consumers and design aficionados alike. While their 125th anniversary provided an opportunity for change, how do you even begin to rebrand such a global company like Pepsi? In this masterclass on playing the long game, Mauro Porcini, Chief Design Officer at Pepsico, tells the story of how he and his team across 17 Pepsi design centers executed a rebrand 10+ years in the making.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.
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EA Sports FC with Nils Leonard
When EA Sports and FIFA parted ways in 2023, there was just one minor problem: the popular soccer video game’s brand was entirely wrapped up in the FIFA name. Nils Leonard, Co-Founder of Uncommon Creative Studio, shares how he and his team approached creating a FIFA-less brand that honored the video game’s 30-year legacy while positioning the brand to thrive for another 30 years and beyond. But would the new brand play well under pressure?To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.
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Twitter vs. X with Armin Vit & Jason Cieslak
Twitter’s overnight transformation into X is still a mystery. What would cause a brand to take such extreme measures as to shed its identity completely? And what lessons, if any, can we take from this massive Change of Brand? Co-hosts Blake Howard and Tracy Clark go head to head in our first ever Debate of Brand®. Also, industry experts Armin Vit, editor and writer behind Brand New, and Jason Cieslak, President at Siegel+Gale, weigh in on the controversial rebrand. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.
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Reddit with Natasha Jen
With their rising success and a cult-like following, Reddit had ambitions of enhancing their global presence. But would the desire for change push too far for fans? And would their beloved mascot, Snoo, become a casualty? Natasha Jen, Partner at Pentagram, demonstrates how it’s possible for a quirky brand to grow up while still keeping its charm.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.
A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate and inspire others facing a change of brand.
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