The Branding Mistake of The New Coke

Branding is defined by as…

“The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

The word itself has become a hot topic for business, developments, real estate and retail. How do you create a brand that sticks? How does your customer recognize your company or product among that vast sea of competitors? …And how do you not make a devastating mistake with the wrong branding?

Folio Monument Reface with Tiles
Folio Monument Reface with Tiles

Folio Cardio Lounge ID with ADA/Braille
Folio Cardio Lounge ID with ADA/Braille

Folio Pocket Folder Brochure with Floor Plan Inserts and Business Card Slit
Folio Pocket Folder Brochure with Floor Plan Inserts and Business Card Slit

You may remember when Coca-Cola decided to change their logo, brand and even the flavor of their product. It was called the New Coke. But their loyal customer base loved the taste and nostalgia of the brand, and they didn’t want it changed. When the product failed, the company had to re-think and bring back the image and brand their consumers loved.

Since then, the company has introduced other product and has used different slogans, but they don’t touch the brand that made them an icon!

Robinson Creative has completed several branding projects in multifamily, retail, corporate and entertainment. One word comes to mind: Consistency. It is paramount once colors, logo, slogan, theme and attitude are established, that all mediums are consistent. When all is in concert in every format, you hit pay dirt! Your brand becomes unmistakable or unforgettable to your prospect. Only, make sure you invest in the right branding.

Ensure your brand is the right brand, conveying the correct message to the consumer. Here are a few tips on developing a brand. We call it,

The 3 Knows…

  1. Know your customer (Demographic). What are their likes and dislikes, age, purchase history, education, etc…?
  2. Know your product. What are you selling and how will it benefit your customer?
  3. Know the ONE thing. What is the one thing that your product has that the customer wants that makes your product special?

When you get a clearer picture of what the three knows are, you’ll be able to start envisioning your brand. You see, if you know your customer, you’ll know how to speak their language and be able to communicate on their level (not yours alone). When you step outside and really know your product, you understand why it is so important to your clients. Finally, when you know that special one thing that no one else can offer, you are able to incorporate it into all marketing and branding. If Coca-Cola truly understood the “3 Knows” they wouldn’t have made that costly mistake!

Of course, this is just the beginning in branding.

A creative firm or agency can develop a powerful impact once design expertise is added to the mix. With the “three knows” as a foundation, the most successful branding can begin to emerge… An unmistakable and distinctive brand that consumers find relatable and attractive. It becomes so compelling; your product sells to the right consumer.

Whatever you do, don’t take the Coke Challenge! Believe us, it will be a bitter pill to swallow.

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