Branding experts weigh in on coca

After 17 years, Coca-Cola recently changed their biểu ngữ from "Open Happiness" lớn "Taste the Feeling," as part a new plan khổng lồ globally unite the company"s brands.

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As part of their new strategy, Coca-Cola"s upcoming slogan and brand image aims to rely on the hàng hóa itself as means of advertising. Namely, rather than approaching each individual Coca-Cola product with a different brand identity, the company will instead use a "one brand" approach, with all products featuring "Taste the Feeling" as their tagline.

In previous kftvietnam.com posts, we"ve discussed the power & finesse of Coca-Cola"s branding strategy. From their use of creativity khổng lồ their strong visual identity, Coca-Cola has been hitting the mark & engaging their audience for decades now. But what vì branding experts think about their newest attempt at establishing a brand? Here"s what they have to say:Adam Padilla, CEO of consultancy Brandfire:"From outside the industry, you look at a shift from "Open Happiness" lớn "Taste the Feeling," and it doesn"t seem like a huge shift really—but it really is. It"s a philosophical shift , & it ushers in a new era where de Quinto seems to be prepping Coca-Cola to make some bold moves."

While Padilla feels that "Open Happiness" certainly helped customers to lớn "feel something," it took focus away from the hàng hóa itself, in the bottle. He continues, "When you start to float too far away from your sản phẩm offering, it gets too philosophical.

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... "Open Happiness" could be said about a lot of things, when you xuất hiện anything. But when you talk about "Taste the Feeling," you have very strong connectivity with a feeling with Coke, và you also have the literal aspect of tasting it—the taste of happiness."Erich Joachimsthaler, CEO và founder of Vivaldi Partners Group:"The more you intellectualize và conceptualize what Coke is all about, ," said Joachimsthaler. "What Coke is doing now is bringing it back and saying, at the kết thúc of the day, Coke is still a refreshment."The Verdict?Indeed, what Padilla & Joachimsthaler both agree upon one thing: first impressions matter. And whether it"s your sản phẩm slogan or website, you need to lớn make first impressions count. According khổng lồ recent stats, you only have seconds lớn grab a customer"s attention in the store or online. If your brand image & product packaging don"t communicate the message -- namely, the sản phẩm -- then you might thảm bại some audience members before you get a chance to lớn earn their loyalty.

Additionally, their slogan switch provides a universality & equity khổng lồ their brand image that is wont to lớn attract more millennial customers. Their attentiveness khổng lồ global unity is a big step to servicing a more global customer, & stats show that 76% of customers feel that customer service is the true chạy thử to brand loyalty.What bởi you think of Coca-Cola"s new slogan? Let us know in the comments below?