Be True to Who You Are People will notice when you aren’t true to your nature as a brand. Washington DC insiders told us “even on the most serious topics, don’t forget you’re Coca-Cola. We expect you to entertain while you explain.”
Every Brand Can Incorporate Sustainability….carefullyEvery brand must find its uniqueintersection with sustainabilitythat highlights its strengths whilerecognizing its weaknesses. The sports team at Coca-Colawanted to talk about Climatecommitments through itssponsorship with NASCAR.Needless to say, they were steeredto focus on recycling and NASCARcommunity support instead.
Sustainability Doesn’t Mean the Same Thing to Everyone Globally However, it doesn’t mean it isn’t important to everyone. Coca-Cola sustainability ads that scored off the charts in one part of the globe, were not as well-received in another.
Importance of Influence Some people are more influential than others. By focusing solely on consumer engagement, we had missed an entire segment who deeply care about environment, community and wellbeing and have the ability to influence others.
Employees Are a Valuable AssetConsumer research showedthat Coca-Cola employeeswere one of the most trustedsources of information.And an unknowledgeableemployee can be equallydamaging to your story.
Cause Marketing by Corporations Should Celebrate What’s Good NGOs recognize a proven formula for raising . funds: make the consumer feel despaired/guilty and they’ll give. But many brands can’t occupy that territory without losing their essence. The Polar Bear is one of Coca-Cola’s beloved icons. But it is also a symbol of the impact of climate change. Coca-Cola created a support fund to help WWF with its efforts in the Arctic while celebrating the positive spirit of the holidays that this icon has come to represent.
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