The building of a brand icon “When Andy Warhol wanted a shape to represent mass culture, he drew the [Coca Cola] bottle and when Volkswagen wanted to celebrate the shape of the Beatle, they compare…
Whenever I give a presentation on marketing, one brand I reference frequently is Coca Cola. In over 100 years of marketing, Coke is one of the most iconic worldwide brands. Today, Coca Cola has receded in sales inside the company but it’s recognized everywhere. Few people on the planet don’t know what it is.
I tip my hat to them. Coca Cola initiated many of the marketing communication methods still in use today. Their distinctive bottle design, branded cups, machines and dispensers, logo’d merchandise beyond the product, giveaways, brand extensions (Diet Coke, Cherry Coke, Vanilla Coke), sponsorship, product placement and more, have become so commonplace it’s hard to remember when that kind of marketing didn’t exist.
I also chuckle at myself because I paid them to visit the World of Coca Cola in Atlanta years ago. I gave them money so they could market to me. I even bought some logo glasses in the gift shop.
If you have one lesson to learn from Coke, besides being delicious, is that being true and clear about your vision can help sustain you for the life of your business and, possibly, beyond.