Coca-Cola is undeniably the most recognizable brand in the world. It is etched into American history and continues to be sold in emerging markets within the most remote parts of the world. In 1886, only 9 cokes were sold each day. In 2008, 1.5 billion Coca-Cola products were sold each day. Coca-Cola's longevity is astounding. I attribute it to staying true to their authentic purpose. What is that purpose? Coca-Cola realizes that they are selling more than a product, they are selling happiness.
I am from Atlanta, Georgia, the Coca-Cola capitol of the world. Coke is etched into my personal memory bank. Because of this, I experienced a little of that happiness last night. While passing by a convenience store, I had a "Coke and a Smile", which was their slogan way back in 1979. Do you know what the slogan is today? I actually had to look it up, so a little more marketing may be in order. It is "Open Happiness". To learn more about this dynamic brand, check out CNBC's documentary, Coca-Cola: The Real Story Behind the Real Thing.
As you create your brand, be sure to link it to your own authentic purpose.