A list of 2016’s most powerful brands was recently released by Tenet Partners, a brand and marketing consultancy that ranks companies with positive brand perceptions and business performance every year.
Coca-Cola, Hershey, Bayer, Walt Disney and Apple were the top five contenders in this year’s report.
While factors such as revenue, future growth and image are all relevant in determining the value of a brand — the most important ingredient is, arguably, the consumer experience.
This is further explained by Brian Reich, a big player in the world of brand strategy, in his article “What makes a brand powerful?”:
“If the work that an organization is doing doesn’t interest me, isn’t addressing a need that I believe exists in society, nor can be measured as having an impact that I can understand and can appreciate, I simply won’t regard that organization very highly, or consider it worthy of my support or attention. “
Depending on who you’re talking to — soda, chocolate and entertainment aren’t necessarily societal “needs.” (Although I’d argue the latter, a little sweetness and magic may be exactly what we all need right now.) However, these brands have successfully captured a feeling that resonates deeply with consumers.
Coca-Cola, for instance, shares their newest creative marketing strategy as such:
There’s that word again — experience. How do people interact with this product in their daily lives? How do they experience it?
According to a new series of YouTube videos, Coca-Cola is an integral part of some of life’s most iconic experiences. You know the ones — like frolicking on the shores of the ocean with friends, an intimate connection between new lovers, introducing your children to your favorite past time and just enjoying the heck out of life on the rooftops of a metropolitan city.
Can everyone relate to these experiences? Of course not. So why is so powerful? Well, when you see attractive young people having fun with friends in awesome locations and a chorus is reminding you “No one can stop me when I taste the feeling/Nothing could ever bring me down,” I’d be remiss if I didn’t admit I’d like all those day-dreamy experiences in my life too.
It’s as simple as wanting (even if you haven’t had first-hand) that experience. Coca-Cola successfully makes you feel good, either way. It’s no wonder they’re the best of the best when it comes to branding.
It’s worth noting, “Taste the Feeling” is a multi-platform campaign (as the majority of marketing strategy now is), using photography, videography, social media, traditional media and beyond.
So, as your company’s marketing team sits down to discuss a branding revamp strategy, remember this first — how do people experience your product? How do you want them to feel?
Then call us, and we’ll help you to tell your story through a seamless multi-platform marketing approach.