“Creativity has been and always will be at the heart of our brands. It fuels our business – with consumers, customers, fans, agencies and partners all over the world,” says Joseph Tripodi, Executive VP, CMO and CCO of The Coca-Cola Company.
Branding Magazine as well as other companies and people around the world consider Coca-Cola as one of the most recognized brands. In addition to ensuring a high quality product and positive consumer experiences across multiple touch points, every year, Coca-Cola spends billions of dollars on creative, hilarious, and inspiring advertisements. Branding, as we’ve discussed extends far beyond the logo and company colors. However, those elements are key in connecting with consumers over time and keeping your name front and center–and recognized!
Coca-Cola’s simple, colorful design, has done just that. It’s proven to be extremely effective in making connections with consumers to market the company, and its products, literally around the world.
So how do you cement your brand in the minds of your market as Coca-Cola has? Follow these three C’s.
- Be creative: Coca-Cola recently launched an ad campaign that inspires people to give a little bit and be kind. A simple idea, but enough to promote the brand through a relevant cause.
- Be caring: Coca-Cola has been contributing to saving polar bears and their withering habitat. Pick a unique cause that relates to your brand. Lately, they have also encouraged counting calories to be part of the obesity problem’s solution.
- Be consistent: Changing too much of your logo or other parts of your brand can be confusing and overwhelming for consumers. Keep the same color scheme and logo, with just slight changes to make your brand more modern.
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The Everything Guide to Customer Engagement
Tags: ad campaign, Advertising, brand consistency, Brand Management, branding, creative, logo, Marketing, online
Yes, good point – in fact, I think smaller companies can have an edge here, especially if their markets are well defined and “close to home.” Far easier to form relationships based on real face-to-face connections. A recent good book that really makes this point well is “The Face to Face Book: Why Real Relationships Rule in a Digital World,” by Ed Keller and Brad Fay.
Using corporate social responsibility alongside branding is genius. And Coca-Cola definitely knows how to play it well. But you do not have to be as big as Coca-Cola to be creative with your branding. Even your social responsibility goals need not be as grand as saving the polar bears. Small business marketing can be simple yet effective. And the “social responsibility + branding” formula can be a good start.