From my perspective as a marketing strategy expert, branding and its influence have always been one of the fundamental pillars of a company's success.
I have always valued its importance at all stages of the purchasing process, especially at the moments of truth (in the steps from one stage to another).
The brand is what generates sample indonesia mobile number trust, it is the reference that customers look to when they are lost choosing between several options, it is what leads us to pay a higher price just because it is a certain brand.
I have recently taken a step further in my knowledge of branding, and I am focusing on brand purpose . And I am using Simon Sinek's golden circle methodology as a basis .
Coca-Cola – Everything is better when we are open
Coca-Cola is currently launching its new brand campaign in Europe: Better when we 're open .
Have you ever thought that maybe we don't have to be right about everything? It doesn't matter that we all have very different ways of being and thinking, because there's always the option of putting ourselves in someone else's shoes and sharing a Coca-Cola to find common ground.
This concept is an evolution of the one they have been using until now: “Let's do it together”, which has served as an umbrella for issues as current as sustainability and the fight against plastic.
The campaign is an example of how a company that produces and uses plastic in its packaging, instead of hiding, decides to try to remedy the situation.
If you notice, when the brand purpose is strong and well communicated, it makes us return to values that are above any problems that the brand may have and reduce its impact.
But let's get back to the new concept and analysis of brand purpose.
Coca-Cola’s brand purpose, translated into the concept “Everything is better when we are open,” is just the beginning of the brand strategy for this year. I am convinced that it will have numerous extensions to related concepts and different activations.
That is the strength of brand purpose. Recovering the thread of the golden circle methodology, let us remember that “ Your customers do not buy WHAT you do, they buy WHY you do it ” and Coca-Cola is very clear about this:
WHAT : What does Coca-Cola sell? Soft drinks.
HOW : tells us how they are able to deliver their value proposition . What makes them different from the competition and leads us to buy? In the case of Coca-Cola: distribution, product variety, communication and marketing, packaging, etc.
WHY : I am not going to venture to define the why of Coca-Cola (it would take a book), but I will define its visible effects in its current campaign “ Let's do it together ” and the one they are launching “ Everything is better when we are open ”.
These concepts speak to us of unity, of sustainability, of concepts that attract and motivate us all.
All this is perfectly reflected in the words of Walter Susini (Marketing Director for Western Europe at Coca-Cola). I extract some paragraphs that I found in Marketing Week , talking about the new campaign “Everything is better when we are open”: