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Tuesday, June 4, 2013

Blog l Coca-Cola, "Coke" rather than "Dad"

It becomes very difficult to write a variety of things when there is a brand that always gives the example in innovation in their marketing campaigns and even the passage of time, rather than age it, nourishes it with greater wisdom and flexibility to undertake new projects. The more than 125-year history of Coca-Cola have been revolutionary and a high dose of commercial dynamism to deal permanently with neighboring Pepsi memorable advertising campaigns, launches, positioning constant, time-limited, and innovations of all kinds. As I have written in this blog, the Atlanta native brand has continued to market a product to focus on the world of a concept, happiness, so trademark architecture has been building on this idea so strong, subjective and positive . The interesting thing is that Coca-Cola gave him a useful meaning to happiness and consumer is proposing to share it, do not use it selfishly and thereby to be engrossed for himself canceling his royal power. Therefore, multiple alternatives were presented based communication to happiness: we saw different consumption moments in which he could share and ranged from helping to reach the top button and pull a "2 × 1" on cans until just through a period of study. The strange thing is that had a common pattern: they needed at least 2 units of Coca-Cola to fully share happiness ... until they had a great idea. How simple it difficult for this brand. Analyzing a little more carefully, this can shared are being met two needs at the same time. The first is that the sharing of the same unit has a meaning of love for others is very strong deep rooted sense of a human being. Generates symbolic of extreme solidarity and yet so simple as when we cover a loved one with a blanket when he falls asleep and avoid having cold, is to give something of their own to share with the other. The second need, and maybe a little more hidden than the first, is that often colas are classified as high in sugar and calories, so that by taking half of the can allows you to continue to give you that little taste of take regulate a Coke without feeling guilty. Thanks to all this brand building a coherent and enduring is that Coca-Cola has always the first places in the ranking of the best global brands made Interbrand as the role it plays in the decision to purchase the product plus the trademark strength it has are simply flawless. Coca-Cola makes the difficult easy. So much so that a baby could get to pronouncing "Coke" rather than "Dad."

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