All Blog Posts Tagged 'coca-cola' (4)

The Strategy of Image Advertising

Image advertising can be one of the most powerful tools in all of marketing. Beyond simply telling what a product does, image ads encourage consumers to actually feel more about a brand. And it is in those feelings that meaningful brand equity, loyalty, and consumption growth can be best stimulated.…

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Added by Michael B. Moore on March 27, 2015 at 9:30pm — No Comments

Innovation in the Cola Wars

The carbonated soft drink (CSD) business is reeling. Volume at both Coke and Pepsi has dropped for years and there’s no light at the end of the tunnel. Most point to two causal factors. One, “sodas” have become a prime PR target of the health movement against high calorie, unhealthy food and drinks. Second, soft drinks have lost significant…

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Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments

On Coca-Cola's Future: 5 Steps to 21st Century Growth

The Coca-Cola company seems to be at an existential crossroads.  As with a number of iconic 19th century companies, its legacy business model is in growing conflict with contemporary consumer realities.  Like Kodak, that was forced to close its consumer photography business because it couldn’t muster the strategic…

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Added by Michael B. Moore on March 5, 2014 at 10:30am — No Comments

Brand Positioning 101: A Coke Case Study

Positioning is the DNA of a brand. It defines its personality, look, feel, and message.  Everything that touches consumers should flow from this strategic blueprint.  Companies select which consumers to market to based upon business factors, and then the brand positioning is constructed to determine what to say and how to engage with them to maximize brand preference and purchase.…

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Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments

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