Good brands know what they are and who they’re talking to. Great brands inspire others to do the talking and share the experience.
In the latter category, Coca-Cola has done it again. Coke’s brand has always been about happiness in a bottle. Its message has always been about sharing the happiness.
But only great brands can use their core reputation to get people to think about how the brand extends to other walks of life. Coke’s new internet video called “Experience the Great Happification” is a musical teaching machine on the six secrets of happiness.
In these times of high unemployment, falling stocks, and perhaps an impending world recession, Coke gives us a lesson in how to be happy. That’s a brand that knows its power and knows how to extend it.
And all of it from a bottle of sugar water. Thanks, Coke. I’ll take a cold one.