What Does $200 Million in Brand Consulting Buy You? — Pepsi Edition

27 pages of bluster & bullshit apparently. We've written about the horrible new Pepsi branding in the past. Some have said it's a rip-off of the Obama "O", some have said it's a silhouette of a stomach (wow, gross!), but all can agree, that for upwards of $200 million ...  it's pretty frickin' lame.

So what does several hundred million in "brand strategy" really get you? A 27-page document, titled "Breathtaking Design Strategy," drawing on everything from magnetic fields to the "Golden Ratio." Verdict: (makes wanking motion)

Did someone at Pepsi get fired for okaying this? This graphic looks like something you'd see on "Lost". I find it difficult to believe that no one at the conference room table was like, "Magnetic dynamics? Seriously?"