Entering a world that is dramatically different than my own, as I did in going to Africa, things stand out. Traveling in the rural areas, seeing motorbikes used to haul goods. Harvested agriculture products spread on the ground beside the highway ready to be loaded to be taken to market. People living in extreme poverty. Visiting a hundred-year-old man, who was homeless because he had outlived his family, showed me the power of local communities to mitigate the effects of poverty. Through these experiences, and more, the Two Global Forces took on a deeper, richer meaning.
Recently I toured The World of Coca Cola in Atlanta. Since I rarely drink soft drinks, my interest was in their brand philosophy and marketing approach.
The Coca Cola Company is the master of product marketing. The tour celebrates the secret formula for Coke and the experience of sharing it with friends. There is a film at the beginning of the tour that associates warm, sentimental feelings with drinking and sharing a Coke. It is very effective.
Coke is selling a brand experience. The drink is associated with the experience. They want you to believe a serving of Coke is a vehicle for creating a happier, more peaceful world. Other beverage companies, like those who sell beer, market their products in a similar manner. It is about the experience of the drink, not the drink itself. It is a very clever, sophisticated approach that has made happiness synonymous with having a Coke with a friend.
As I walked through The World of Coke, I kept thinking about my brand in comparison to Coke’s. Like many people who speak, write, coach and consult, we also provide a brand experience. We have stories. We have brand colors that are intended to associate our brand with the experience of working with us. As I wandered through the exhibits, I wondered if I needed to change things. Later, I reviewed my brand design using the Circle of Impact model. Here’s what I learned.