Open source and the future of Super Bowl advertising

As we approach the most anticipated day of the year for brand managers, Super Bowl Sunday, I thought it appropriate to comment on one of the biggest pieces of news coming out the branding and marketing circles in recent weeks: in a bold move, Pepsi – historically one of the largest spenders of Super Bowl advertising dollars – has discontinued its investment in commercial advertising during what could arguably be the most-watched television event ever.

However, I am not as interested in this decision as I am in how Pepsi will be reallocating its advertising budget, and how this might signal the early signs of even the largest and most traditional companies dabbling in (and even embracing) open source models of business. » Read more