Brands need to renew themselves every time, because people and generation change. But at the same time they have to keep their original values in order to keep their original customers.
The culture theory is about all values and the culture that the company transmits thought time and its history. Coca Cola makes sure to stay the same with all its historical baggage and its values but adapted its strategy with the evolution of the world and minds.
Coca Cola proved the brand respects this philosophy when in 2003, Coca-Cola’s former Douglas Daft said: “The world had changed, and we had not. The world was demanding greater flexibility, responsiveness and local sensitivity, while we were further consolidating decision making and standardizing our practices. The next big evolutionary step of ‘going global’ now has to be ‘going local’ ” (Ball, 2003).
To learn more about Coca-Cola strategy:
Coca Cola always makes sure to remember to its consumers that the brand exists for a long time and have a real history. That is one of the reasons why the company never changed completely its designs, it always makes sure to keep element that remembers the original bottle and marketing advertising. To reinforce its culture brand strength, some special editions of bottle or advertising are launch with the imitation of the hold bottle or advertising.
On this picture it is easy to see that since 1915, the bottle’s design did not change that much:
Here we can see that Coca-Cola stayed in the same kind of brand image and always had for idea that everything is better with Coca-Cola and that it makes everyone happier.
Santa Claus is a very important character in the brand image of the company because even if it exists for thousands of years, it is Coca Cola that launch it on its advertisings in 1920. With this character, Coca Cola was sure to talk to everyone and to refer to its history. Moreover Santa Claus represented the Coca Cola’s values and representative which are: happiness, family, friend, good moment and respect. And with social media this image of nice Santa Claus has been reinforced.
To learn more about Santa Claus history with Coca-Cola:
Since ten years, social media appeared. In order to do not be outdistancing by competitors, brands have to be present. All those social media are use in order to keep in touch with customers and create a new type of relationship with them.
By using many different social media such as Facebook, Instagram or Twitter Coca Cola makes sure to be close to all their customers with all social media no matter the one they use. To measure the power of the brand here’s a number: 80 165 333 (on Thursday 13th of March). That means that all those people follow the page and can see Coca-Cola on their screen every day. It has a big impact on the action decision.
Social media are used to attract customers, to send them a message and reinforce the marketing impact of the advertising. It is also the fastest way to give information.