Coca-Cola: A Different Kind of Brand

03/04/2010 at 4:23 PM Leave a comment

I remember hearing that the most commonly recognized word in the world is “okay,” and in second, “Coca-Cola.” I’m not sure if that’s true or not, but it wouldn’t be hard to believe. Coca-Cola is “a 67 billion dollar empire that sells its products in 206 countries and in the farthest reaches of the globe.”

I started thinking about the brand earlier this week when I ran across a documentary on CNBC titled Coca-Cola: The Real Story Behind the Real Thing.  If you ever get a chance to catch this documentary, I would definitely recommend it. Among many topics, it chronicled the company’s marketing history—including the iconic Santa Clause ads and the sheer chaos that followed the decision to change drink’s formula and name it “New Coke.”

The program got me thinking that although many brands have a long history, not many have a storied past when it comes to marketing. Since the early days, Coca-Cola has been trying to establish a relationship with consumers. One of the first initiatives was to create a uniquely shaped bottle with the intent that people would know that it was a Coke simply by touch.  Now, the brand will go as far as building top-secret labs that mimic shopper environments to research and test the motivations behind a purchase.

Personally, I consider Coca-Cola a lovemark of the world. A lovemark is so much more than “liking” a product—it’s a loving relationship with the brand.

Coca-Cola is one of the few brands that transcend global boundaries—the brand is a product all on its own.

In your opinion, what are other lovemarks of the world?

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