Comments on: What you really want to be is a brand that’s loved

By: In Young

In Young — Sun, 14 Feb 2010 02:04:40 +0000

I really loved coke video. It has a real messege what coca cola can do to us. And the video makes people and audience happy. It makes us to think unexpected pleasure we can get coke. Moreover, I think it works better than commercial with celebrity. This is because it looks more realistic, which can happen to us, real people.

And I completely agree with Edward,”
look at everything you do and ask whether it will make your community of users and prospects believe you care enough about them for them to care about you.”

I guess this is the key point in Marketing, to make customers love their business.

By: Bruce DeBoer

Bruce DeBoer — Sun, 31 Jan 2010 01:19:08 +0000

I think a bigger part of the point is that coke was leveraging their love and rewarding advocates. The love must be built before it’s leveraged as Coke did here, true? So is there really a choice if you’re not a loved brand?

In this case it’s a celebration of the love people have for Coke. It elevates the brand because it can provoke the response shown in the video.

The content itself is a very distant second. In my opinion this will ultimately be more successful than the Pepsi Refresh campaign because it makes us feel something about the brand that builds desire to have a Coke in your hand.

Once Pepsi rewards it’s refresh winner, the source of funding is forgotten and gives no one a thirst for the beverage.

Just my humble opinion.
.-= Bruce DeBoer´s last blog ..In a Quest for Originality, Don’t Forget How to Be Good. =-.

By: edward boches

edward boches — Sat, 30 Jan 2010 02:51:03 +0000

Thank you. Thank you. Thank you. You totally get it. So we have two choices. Be a brand that’s loved and get accolades for almost anything. Or create amazing content and hope for the best. Better yet do both.

By: edward boches

edward boches — Sat, 30 Jan 2010 02:49:28 +0000

Matt,
All true. Though what we’re talking about here is how that service, value and consistency can then be reflected in overt affection. The point being that no brand will get this kind of attention for its messages if it doesn’t have the loyalty of fans and customers.

By: Ted

Ted — Fri, 29 Jan 2010 21:10:51 +0000

Make a product or an experience worth talking about and it makes producing everything else(including viral videos) much, much easier. Great article.

By: David Saxe

David Saxe — Fri, 29 Jan 2010 16:22:43 +0000

Oh man this is good stuff that I’m so glad you posted. After seeing the video, I thought it was good but left me a bit underwhelmed. We’ve seen this before.
Then I saw the amount of views.
I’m not going to contribute much other than to say that I whole-heartedly agree with you, Edward (and Ben, I’m not sure I can agree with your luck argument). It’s not luck to be a cult brand with a well-defined personality. I would never share this video. I’m not a Coke fan (or Pepsi for that matter). But I shared this one everywhere I could. http://bit.ly/99FqZv
I’m not a Bud Light fan either. But the content was hilarious.
Point being, Coke didn’t develop great content. They developed decent content that went to millions of devoted fans the second it was published. They shared it, not because the content was unique, hilarious or unexpected – but because it was Coke. Local Brand A does the same thing and is sitting on YouTube right now with 7 hits – all from employees.
.-= David Saxe´s last blog ..Why At-home 3D is a Long Way Off – If It Hits At All =-.

By: Bruce DeBoer

Bruce DeBoer — Fri, 29 Jan 2010 03:19:57 +0000

Additionally, once these videos are spread they add fuel to the fire by rewarding those who love their brand. The videos celebrate the brand devote in such a way the it further builds momentum for brand love; The message is the love. .-= Bruce DeBoer´s last blog ..In a Quest for Originality, Don’t Forget How to Be Good. =-.

By: Matt Gentile

Matt Gentile — Fri, 29 Jan 2010 01:55:18 +0000

Message and positioning bring the customer to the door,but service and value open the door and keep the consumer coming back. At the end of the day the product/service must deliver on its value proposition. In Coke’s case, it tastes good everytime.

By: Mrs. Mac

Mrs. Mac — Thu, 28 Jan 2010 13:21:22 +0000

Did you go to College, Seth?! We ate nothing but Ramen Noodles. It’s brilliant marketing and branding.

By: Danny Jackson

Danny Jackson — Thu, 28 Jan 2010 06:49:46 +0000

Brand love definitely does start with a good product. Rarely am I going to change from one brand to another because of a brands message or positioning.

Interesting thing to me in all of this is to see the dramatic differences in strategy between Coke and Pepsi. While I’ve never sworn allegiance to either brand, what Pepsi is doing with their Refresh Everything campaign has really grabbed my attention. I find myself more aware of the Pepsi brand and even starting to develop a sense of loyalty. I’m still a young guy, couple years out of college, so maybe I’m just a product of my generation…A generation that wants to be involved and make a difference. By supporting Pepsi I feel like engaging in a good cause. I feel a bit pathetic in admitting that what Pepsi is doing is working on me, but it is.

So taking myself as a good case study my conclusion is that yes, a good product will always win out, but messaging and positioning will make a difference when it comes to those consumers who are sitting on the fence.