The Pepsi Gravitational Field Document
This had me laughing out of my chair when I read this. This is one of the most important documents in Branding.
It's a 27-page internal document pitching (or rationalizing) Pepsi's new logo re-design. The new Pepsi logo is made to seem handed down by the forces of history, going back 3000 years.
If someone else wrote this, it would be satire. It both mocks and embodies the branding industry. But someone got paid (and paid handsomely) for this. This should be required reading in every branding class in college.