Will Coke’s Brand Gamble Pay Off?
By now you have heard about Coca-Cola’s big bet on a global packaging change to reinforce its ‘One Brand’ strategy.
NEW THINKING
By now you have heard about Coca-Cola’s big bet on a global packaging change to reinforce its ‘One Brand’ strategy.
In a world infatuated with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.
Nobel Prize winning research in neuroscience and behavioral economics proves that all humans are irrational, emotional creatures. Both marketers and consumers believe they are in control of their decisions, but research is increasingly proving that assertion wrong. There is something deeper going on at a subconscious emotional level. Marketers that understand this and that harness the power of emotions are today’s true brand builders and are uncovering new opportunities for growth faster than their competitors.
Brands personify organizations and their products and services. Why is this important? Because only people (or personified brands) can connect emotionally with people.
Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then like your brand, and finally trust your brand and feel an emotional connection to it.