What We Can Learn From the Most Recognizable Brand in the World

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. 

Brand Confusion: What Did Jesus Do?

In my last post, I wrote about learning brand development from celebrities. The biggest, most world-renowned figure throughout history is Jesus Christ. Today, let's discover how to prevent brand confusion from Him.

"What's my brand?" Jesus asked Peter. Okay, he didn't quite say it that way, but it is recorded in Luke 9 that He did ask, "Who do the crowds say that I am...Who do you say that I am?"

The answer was incongruent. The public incorrectly perceived Him to be various things, but Peter, who was closest to Him, got it right. He said, "You are the Christ of God."

Jesus had a problem with brand confusion. Why? While Jesus didn't send mixed messages about who He was, initially He didn't come right out and boldly proclaim it either. He had to do more showing than telling. I can see why folks had have their doubts. The Christ? The Messiah? The Son of God? Yeah, right.

What did Jesus do?

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Brand Development (What We Can Learn From Celebrity Brands)

At some point during planning your new venture, you have to think about developing your brand.  What is a brand? There are many definitions of a brand, but here is my take on it:

A brand is the identity that you present to buyers and potential buyers, along with their belief in who you say you are.

In order to have a strong brand, it is not enough to tout who you are in symbols, logos, messages, and other marketing materials. Your potential buyers must “buy in” to this complex packaging of your image.

Lately, I have learned so much by watching the brands of celebrities. Some celebrity brands have become a strong platform for good. Others are shaky at best. Much of what I see surprises me.  There are inconsistencies between the private person and their public persona.

Can you think of a celebrity whose image is profane and vulgar, only to find out later that they were decent folks?  Most of the time, it goes the other way.  I won’t call names, but I bet you can quickly think of your fair share of celebrities that publicly appeared to be squeaky clean, only to discover that they were simply scandalous in their private behavior.  

In general, people feels duped and even betrayed when their favorite celebrity does not live up to their public image.  Some celebrities re-brand and recover.  Others aren’t so fortunate because they were overcome by their private demons.  Strange contradictions will always cloud their legacy.

So what can we learn from celebrity brands?

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