Consumer data, and insights go a long way in understanding the drivers to take decisions. If we look at the world map, by the number of facebook users we would know that there are very few brands that can communicate in real-time with the consumers. They all want to innovate, and be top-of -mind on awareness, consumer trial, frequency, purchases, repeat purchase. However nothing replaces the way some brands create clarity, and connection with their target. They aggregate consumer insights, and always serve the target with a clear message, and in a consistent style. If Coca-cola brand has to write a letter for Christmas, they would write it in the color, font, and with images that can connect a young child to the italics. Coca-Cola marketing is one of the best in the world, and no-matter how many digital tools come to propagate wannabe brands they would still not match up to the imagery, and grandeur of a 100 year old brand.
Core Message: It's often around open happiness, and looking at values that can link the target to the brand. Open-Source, and happiness is a theme that Coca-Cola is propagating. They have
been a success in the way they promote that message across nations.
The idea is to use insights, and package them in a way that allows targets to feel part of the category,
and the brand. While a lot of digital companies, and research companies communicate well with the target, they need to move in the value offering by linking their communication with purchase.
That's the reason following a traditional 100 year old brand will help understand new objectives,
and new ambitions.
