6 Steps from Coca-Cola to Create a Legendary Brand

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It is already a given that Coca-Cola is a well-known brand all over the world, and most of us grew up drinking it. However, achieving the success it has today was not an easy task. There were a lot of obstacles and challenges the company had to face before it finally became the giant corporation that it is today. The success of the company is the result of decades of quality work not only on the business side, but especially in marketing. The uniqueness of the brand has been under construction since its very beginnings. It is no wonder that they are considered as one of the biggest companies in the world, and it makes you wonder who doesn’t know about this brand. Whether or not you enjoy this beverage, you must admit that world-class marketing is what makes Coca-Cola the world leader in creative communication.



Here are some of the things they applied to keep the success of the company.

1. Perseverance

This is the key quality Coca-Cola imposed. Without this key quality in entrepreneurship, you will not be able to achieve any of your goals. This is why despite Coca-Cola’s great success and being a market leader, their advertising and public relations campaigns run throughout the whole year. Being the marketing leaders did not waver them into continuously making efforts into advertising and raising awareness. The company was persistent and patient until they have the desired prestige they wanted to achieve.


2. Strong Values

Coca-Cola stayed true to their values, which is evident in their advertising and marketing actions. Regardless of changes in society or the media, they always promote happiness, respect, and family unity.


3. Total Knowledge of the Market

In order to penetrate the market, they studied what will make it successful in the market and if it would be demanded by consumers. They were able to see the risk and they were willing to take it while making sure it did not completely derail the company.


4. Harnessing Emotion

Every product launch should be accompanied by an emotion in order for it to be more successful. Coca-Cola campaigns usually stand out by creating experiences and for exclusively targeting a group of people. Despite being one of the largest companies in the world, consumers always feel special when they consume the product.


5. Storytelling

Coca-Cola creates a story behind their products to make it more attractive to consumers. The beginning of their “lucky” invention as a medicine for stomach pains is an anecdote that entrepreneurs love; that a great idea or an incredible opportunity can come from anywhere.


6. An Unmistakable Image

Create a distinctive logo, a unique packaging, and a slogan so that customers can easily familiarize it and it will most likely remain in their memory. The Coca-Cola logo is recognized anywhere in the world, and the brand image has worked so well that even the Santa Claus prototype was invented by the company for a Christmas campaign.



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Daniela Belevan

Written by Daniela Belevan

Daniela Belevan is the Marketing Director at DecoGraphic, managing and implementing inbound marketing strategies. When she’s not at Deco uploading blogs or optimizing client’s websites, you can find her lifting (or attempting to lift) heavy at CrossFit.


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