It’s something I say a lot… You don’t own your brand. You can (and should) develop a brand strategy to guide the message, but ultimately the attributes of the brand rest in the hands of the market. Coca-Cola is getting…
Read more ›
Chris Houchens
Marketing Speaker + Marketing Author
Blog Archives
white (flag) coke
advertising lessons from coca-cola summer
It’s summertime. I know this for two reasons: It’s hot and I’m hearing more Coke commercials on the radio. Whenever I hear Coca-Cola jingles on the radio, my mind goes back to the mid-1990s and the “Always Coca-Cola” campaign. Those…
Read more ›
Tagged with: coca-cola, commercials, jingle, radio
Posted in advertising, branding, marketing, strategy
Posted in advertising, branding, marketing, strategy
long term brands work
Diet Coke has surpassed Pepsi for the first time to become the second-most popular soft drink in the country. Regular Coke is still in the top spot. Pepsi underwent a massive rebrand for most of their product lines in 2008.…
Read more ›
the jolly old brand
I had been thinking about writing a Christmas post, but couldn’t come up with an idea. Then I realized I’d already written the post; it was just ensconced in a book. What follows is an excerpt (pages 53-56) from Chapter 7 (Brands are…
Read more ›
Tagged with: brand strategy, brand zeitgeist, christmas, coca-cola, holiday marketing, santa claus
Posted in branding, marketing
Posted in branding, marketing
Diet Coke Says “Drop Dead” to CGC
In yet another example of companies that “just don’t get it”, Coke is giving a chilly response to some free publicity as some Diet Coke and Mentos fans have used the two products in tandem with some entertaining results. The…
Read more ›
