– BY SIMONE MARCHUS | 2023
Iconic brands have a unique ability to transcend generations, leaving a memorable mark on the world. As Stephen King aptly puts it..
"A product can be quickly outdated, but a successful brand is timeless."
The measurability of what an iconic brand is is a bit subjective, but there are brands that have maintained such a strong hold on the market over time, that to call them anything but iconic is simply unrealistic. A prime example of this is Coca-Cola.
It’s fizzy, it’s flavorful, it’s a favorite for many… And beyond its taste, its brand has done an exemplary job of transcending time and generations. For 125 years, Coca-Cola has been gracing cold glasses all over the world.
Interestingly though, many people actually prefer the flavor of Pepsi over Coca-Cola. Despite this, people tend to have a much more positive reaction towards Coca-Cola’s brand.
So what compels a consumer to prefer a brand over a product?
Firstly, Coca-Cola has never focused on selling a bottled beverage.
Instead, their marketing efforts have maintained selling “happiness in a bottle.” Their brand is all about experiencing Coca-Cola. You don’t simply drink a Coke, you share it with family and friends. You don’t consume it to quench your thirst, you drink it to bring yourself joy. Throughout the years, Coca-Cola has promised us that if we buy their beverage, it will make us smile. It must be true, because almost one in four people are buying something from Coca-Cola every day.
Secondly, Coca-Cola’s image has remained largely unchanged since its first year in business.
The timeless red and white logo is so integral to American culture that you’re likely envisioning it in your mind now (am I right?). Beyond the logo, the notable curved bottle has maintained its existence as well. The brand has remained consistent throughout its 125 years of continued success.
Lastly, Coca-Cola possesses a remarkable ability to evolve.
Although their brand identity has remained consistent for more than a century, the company continues to adapt to the social, political and cultural climates around it. They readily respond to the requests of their loyal customers for new products, take a clear and proud stance on pertinent political matters, and make product adaptations to align with the cultural nuances of specific regions.
This iconic brand owes its status to a blend of factors: the brand experience, consistent image, and exceptional ability to adapt and thrive.
It's not just a beverage; it's a testament to the enduring legacy of brands that capture hearts and palates of people worldwide. So, the next time you enjoy that fizzy, flavorful sip, consider how you can incorporate Coca-Cola’s successful brand decisions into your own business.
Meet The Author
Simone Marchus is a project manager at the Good Kids. The Good Kids build brands for connection, disruption, and good. Their small but mighty team helps clients create an engaging brand that connects them to their ideal audience in a meaningful way before any marketing efforts are initiated.