Marketing Tribute
What is the advice to Coca-Cola with regard to outdoor advertising and the use of its own 'heritage'?
“Our advice is to consistently focus on your own distinctive brand assets, the distinctive elements of a brand, as described in Jenni Romaniuk's Building Distinctive Brand Assets. Although this book didn't appear until 2018, Coca-Cola's marketers have long known the importance of communicating consistently. The bottle is a strong element and by always communicating that clearly in combination with the name, strong brain connections are made. Even if you quickly walk past the message, there is a good chance that you will link the combination of color and bottle to Coca-Cola. And then you probably haven't even seen the literal brand name. Good job Coca-Cola. "
Read the full article on Marketing Tribute.