A new way to be even closer to your customers

We all know that humans are emotional beings. In every decision we make emotions play the decisive role.

Understanding emotions are therefore fundamental to be even closer to your customers because once customers are emotionally connected, they stay loyal.

Emotions drive loyalty – Loyalty drives profits.

Brands therefore continuously try to find new ways to be even closer to prospects and buyers, because, once a brand is in the heart and mind of buyers, it will affect purchases and increase publicity through word of mouth.

What if brands were able to accurately understand how consumers feel emotionally about their content, and be able to create content based on desired emotional responses?

This is the holy grail of advertising, and it is here today. With Artificial Emotional Intelligence, brands can create that deeper emotional connection.

Once brands accurately understand how consumers emotionally react to content it will change the way how we become even closer to our customers. Imagine being able to:

  • optimise text in headlines, websites, chats, PR etc to fit the desired emotion of the brand
  • perform emotional analysis on social media and influencers to finally see the true emotional impact of content and go far beyond sentiment analysis
  • Place digital ads only in emotionally suitable pages on websites – no more ads showing up in the wrong places
  • Text to speech engines that become more human
  • And many more!

This is not science fiction. Using Artificial Emotional Intelligence you can be even closer to your customers today.  

Take a look at the BMW slogan. Which slogan will evoke the right emotional reaction in the reader? The Ultimate Driving Machine or The Best Driving Machine?

The brand character of BMW is that of the Achiever archetype, thus fitting well with the evoked emotion of Amazement. Yes, BMW made the right decision.

As an international brand advisor, I am fortunate to work with brands around the globe. I know that many brands struggle to be even closer to customers. Understanding the emotional reaction of customers to content even prior publication sounds magical. 

With the company we have done what nobody else has been able to do before: we accurately forecast the emotional reaction of customers to text and do that in many languages.

Using EMRAYS brands can finally start connecting on an emotional level and be closer to their customers. Read more at emrays.com or contact me for a demo.

Originally published on 15 November in LinkedIn.

Presidential Brand Battle – 6 reasons why Trump will win

This Presidential campaign in the USA  is -to say the least- very interesting. I do not think ever before we have seen candidates that are both disliked by so many people. Yet, the simple fact is that regardless all of that only one will win.

I lived in the USA when Obama won his first election. Ever since I have followed closely every election. In February I concluded that we could be looking at Bernie Sanders and Trump for president. I was partly right (depending on the various views on what actually happened inside the Democratic Party election process).

Now, roughly a month before the election I look at both candidates through brand glasses and predict that -perhaps against all odds- Donald Trump will become the new president of the United States.

Here are 6 reasons why Trump will win the election:

1. NEW over DIFFERENT

People are not interested in what is different, they are interested in what is NEW. When a new iPhone has launched the headlines are all about the new features, hardly ever about what is different.

Similarly in politics. Obama won in 2008 with the one-word slogan “Change”. Change from the old, a promise of something new.

Today Trump represents the NEW – he distances himself from the establishment and has a new approach to the campaign. On the other hand, Hillary represents DIFFERENT, she is a different representation of the current political landscape.

 

2. POWERFUL SLOGAN

Trump clearly has the better slogan “Make America Great Again”. Whether you are as a voter in the Hillary or Trump camp – it is hard to argue with the intention – who wouldn’t want to make America great (again)? And for those who remember, the slogan is a more active version of the Reagan slogan “Let’s Make America Great Again”. Indirectly giving the message that it can be done, just like how Reagan did it in the eighties.

Clinton, on the other hand, has had weak slogans. First, there were the self-centered “Hillary for America” and “I’m With Her” slogan. Followed by the current “Stronger Together” slogan. This slogan is very controversial after the scandals with her private e-mail server, mixed interests of the Clinton Foundation or calling out Trump supporters as “deplorables” and Sanders supporters as “basement dwellers”.

 

3. THE BETTER NAME 

All successful products start with a good name. It is the foundation of your marketing. The name “Clinton” has a lot of history.  While both positive and negative it simply cannot be avoided. People have a perception of the name “Clinton” in politics and perceptions are hard to change.

On the other hand the name Trump has a history as well. Yet, there are no established perceptions of the name in the context of politics.

 

4. MORE (FREE) PR, MORE ENGAGEMENT

When looking at Google trends, social media and the established media it is clear that Trump has the lead in engagement. Of course, not all is positive but that is ok. In many ways, the established media is handing the benefit of the doubt unwillingly to Trump. They help to build the brand as reverse psychology will come to play. With all the negative press voters will ask themselves “If this guy is so bad, why is everybody then writing about him?” or “Is there nothing bad about Hillary ?”

 

5. LARGE NUMBER OF PEOPLE GRABBING THE WALLET

The Reuters headline “Trump scores with small money, lags with big donors” tells it all: there is a different type of support for Trump. These are not the few big cooperations or hedge funds, but the average American willing to invest in the brand. This is key as these people have shown their support by grabbing their wallets.

If played well these supports can over the next weeks amplify the Trump brand. After all, they have invested in the brand and will talk about it. In conversations, we trust a human to human recommendation over any marketing message.

 

6. CLEAR FOCUS

For any brand a clear focus is crucial. Brand supports must be able to tell what the brand is about and where it stands for.  Trump has picked topics and over the campaign has stuck to them. The topics do raise debate fueling the brand engagement. Hillary does not seem to focus on one topic and her topics do not raise the same amount of brand engagement.  Great brands know that in the mind of the consumer a brand that does just one thing really well is more credible than a brand that does everything.

 

LOOKING FORWARD TO 2020

Regardless the outcome on November 8 this presidential campaign has proven to be one of its kind. And who knows, perhaps it has set a bigger change in motion. A change that gives the Independent Candidate a shot to the presidency in 2020! Now that would be a change!

Published on Oct 5 2016

Brand lessons from Donald Trump: clear focus, massive PR and a great slogan

With the US elections in full swing it is interesting to take a brand approach to the candidates.

Without any exception Donald Trump is checking the brand boxes.

1. Clear Focus

First Donald Trump has a clear focus – he has picked his battles and topics. While many disagree he has at least picked his topics and sticks to them.  Great brands know that in the mind of the consumer a brand that does just one thing really well is more credible than a brand that does everything.

2. Massive PR

When you dominate the headlines you are top of mind.  Google Trends reveals that Donald Trump is dominating the headlines already for a long time. Bernie Sanders is recently topping Hillary Clinton.

PR-Elections-2015-onwards

What does this really mean? Somebody else is talking about what the Trump brands stands for. Whether the articles in the news are  positive or negative it will do one thing very well: making the focussed Trump brand even more real. This works especially well against brands/ candidates that are not outspoken enough: they will appear less firm or even a bit all over the place.

3. The slogan

A great slogan is a memorable phrase that is the summary of a brand. It  describes the product and its unique benefit and set the brand above the competition and ultimately create a reason for people to buy or join your brand.

Trump is nailing it here. Some might still subconsciously remember the slogan from the 80’s when Reagan used “Let’s Make America Great Again”. For others it gives a real reason to join the brand:

Trump_America_Great_Again

Anyone could say “I’d like to make America great again”.

The other slogans give a much less real reason to join the brand:

  • I’d like to be with her (Hillary Clinton, democrat)
  • I’d like a new American century (Marco Rubio, republican)
  • I’d like to be all in for Jeb (Jeb Bush, republican)
  • I’d like to  join courageous conservatives (Ted Cruz, republican)

All these slogans are in my opinion similar to Mitt Romney’s 2012 “Believe in America” (are there any Americans who deep down not believe in America?) and the John McCain 2008 slogan “reform, prosperity and peace”. Both lost against Obama with the slogans “Change” (2008) and “Forward” (2012).

In the 2016 elections there is one exception, the slogan of the democrat Ben Sanders who gives also a reason to join the brand “I’d like a future to believe in”.  Perhaps not surprisingly Ben Sanders is trailing Donald Trump in PR.

 

Coca-Cola’s “Taste the Feeling” slogan does not differentiate

Marking a significant shift in its marketing strategy, Coca-Cola  announced on Jan 19 that for the first time, all Coke Trademark brands will be united in one global creative campaign: “Taste the Feeling.”

Chief Marketing Officer Marcos de Quinto says that “The bigness of Coca-Cola resides in the fact that it’s a simple pleasure – so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand.”

Rudolf Echeveria the VP of global creative, connections and digital, adds “we’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness, we make simple, everyday moments more special.”

Sounds like a convincing story except that it does not differentiate Coca-Cola from the competition – at all. “Taste the feeling” works just fine with Pepsi as well.

Pepsi-taste-the-feeling

The soda industry is in decline

CMO de Quinto explains the insight behind the campaign “we’ve found over time that the more we position Coca-Cola as an icon, the smaller we become.” This is a strange insight since the decline of the soft drinks category is happening with or without the iconic Coca-Cola brand.

In the USA the category is already for 10 years (!) in decline. In 2014, there was 14% less sold than in 2004 with the biggest losses for the Diet variants fuelled by concerns over the use of artificial sweeteners. “Water is hot and diet soda is not” writes the WSJ.

It is Coca-Cola and Pepsi again

Inside the soft drink category there is a shift happening: for the first time in years the regular Coca-Cola and Pepsi drinks are leading again. Cola drinkers are back to the core: real cola with sugar. The time could not be better to giver cola drinkers the real reason to choose Coca-Cola over Pepsi.

Taste the Real Thing

‘Taste the Feeling’ is not unique. What is? Taste the Real Thing of course!  No matter whether it is a regular Coca-Cola, Diet or Life, there can be only be one The Real Thing and that is Coca-Cola. The real reason to stay with the brand and buy it time after time again.

Coca-Cola-Taste-the-real-thing

Growth from other categories

To continue growth as a company the Coca-Cola Company will need to re-focus and reposition. Get leadership positions in new categories with new products under new brands.

And while exploring new categories and working on gaining leadership positions give current consumers the reason to drink Coca-Cola: Taste the real thing.

 

From idea to ‘Non-fiction book of the month’ in the UK

I am extremely proud to tell you that The Only Book You Will Ever Need on Branding is available as paperback and ebook with Little, Brown Book Group in the UK and on 28 December in India with Hachette India.

Not only that, the book is chosen as the Non-Fiction Book of the Month DecemberWe never expected that to happen, because it is a book about branding after all!

From an idea to a book

I have had the ambition to write a book about branding in a down to earth no-nonsense approach since starting this blog in 2009. During my coaching sessions with international startups at the global accelerator program AppCampus I noticed that my visual training materials and concepts were really helping and I believed there was enough material for a new type of brand book and started writing.

In March 2013 I called my ex-Nokia colleague Liisa Puolakka who is based in London with the question if we could do this together. The idea was to get it ready over the summer. That we did not make… the ambition was to really deliver an no-nonsense book about branding. The mental test for every page was if anyone with a business to run, whether a café owner or a tech start-up, could pick up this book and start applying it, immediately and literally on the run, without a need for a prior degree in marketing and branding!  We checked again and again that we were really focusing on telling the reader HOW to do things, not focusing on WHY to do things and the academic theories of branding.

Publications in Finland and the Netherlands

In November 2013 the book was in good shape. Our first reviewers provided us invaluable feedback that we used to sharpen some of our messages including the illustrations. We did not make fundamental changes to the story or any of the book’s messages, not because none of the feedback suggested it, but because we had debated the whole book between ourselves from all angles so many times that we truly had no doubts about it.

Our initial plan was to rock Amazon CreateSpace. That approach changed when we got in touch in December 2013 with Suomen Liikekirjat, a publisher in Finland. Entrepreneurship in Finland had been growing rapidly, yet there was no book to support these businesses on building a brand. The publisher saw immediately value in helping to change the technical product mindset of entrepreneurs to more of a branding & marketing mindset. The book launched in Finland in April 2014. We were super happy!

Being Dutch it was only natural to reach out to Dutch publishers. So, in the same month we contacted Haystack, a Dutch publisher. We immediately had a click with their website, the type of books and approach. Interestingly enough Haystack was immediately on board as well. It took literally 4 hours from sending the manuscript to getting the phone call with the message “let’s do it!” – finally a book about branding that everyone would understand! The Dutch version of the book was a success. It reached position 45 out of 28.000 management books and stayed for 25 days in the top 100. Readers awarded the book with 5/5 stars.

In March 2013 I called my ex-Nokia colleague Liisa Puolakka who is based in London with the question if we could do this together. The idea was to get it ready over the summer. That we did not make… the ambition was to really deliver an no-nonsense book about branding. The mental test for every page was if anyone with a business to run, whether a cafe owner or a tech start-up, could pick up this book and start applying it, immediately and literally on the run, without a need for a prior degree in marketing and branding!  We checked again and again that we were really focusing on telling the reader HOW to do things, not focusing on WHY to do things and the academic theories of branding.

Entering the BIG markets

Our dream has always been to enter te big markets and reach as many business owners as possible. So, we knew a publisher in the UK would be needed. While we do not had an agent (a must in the UK to get your book published!) we approached Little, Brown Group (part of Hachette) anyway… and the same thing we experienced in Finland and the Netherlands happened again… the publisher loved the book.

Lovers and haters

With everything… there are people who love what you are doing and people who hate it. Don’t focus on the haters… Our experience so far is that business owners & CEO’s love the book (check out our reviews), corporate marketers and brand consultants don’t. The fist group loves the focus on the HOW, the latter misses the details of the WHY – which means that the book seems to have met the needs of its target group!

The BIG lesson

To me the BIG lesson was that you must envision the end goal. The end goal for us has always been to reach as many people as possible. That is our focus. The road to it is very important, especially the starting point. Our publisher Hannu Palmu from Suomen Liikekirjat had trust in us and the book. With that trust we gained trust in the Netherlands. With the success in the Netherlands we gained trust in the UK… So, make sure you have proof points along the way on the path of realising your dream and don’t give up. If it does not feel right, it likely is not right. Change direction and stay determined to reach your envisioned end goal!

The book is globally available as paperback and ebook through:

Michiel

Read more about the book including reviews

(A)lphabet, (B)rand, (C)orporate

The transition from the corporate brand Google into the new corporate brand Alphabet is a real success at the stock market. Since the Alphabet start date on the 5th of October there is an upward trend in the share price. The third quarter results announced last week made the party complete. Larry Page and Sergey Brin receive homage from investors!

Like most startups, Google had a very specific mission “to organize the world’s information and make it universally accessible and useful” achieved through a focused product: the search engine.

However, the company has thrown itself into all kinds of new product categories:

  • Calico for combating the aging process and associated diseases
  • Google X for advanced technologies such as the autonomous car
  • Google Fiber Internet and television
  • Nest for home automation (smoke detectors, thermostats, etc.)

If a brand tries to be everything to everybody, it will ultimately become nothing to no one. In Google’s case, where the most successful product uses the same brand name as the company and people use ‘to google’ as a verb, the company owners need to make a choice. A new corporate brand is the only real logical move.

Under the new corporate brand Alphabet can Google continue the pursuit its mission, while new product brands can explore and conquer other categories. This can now be done with focus and most importantly without diluting the Google brand. In addition, the new structure gives also investors more insight into where the money is spent.

Yet, this goes against the natural pursuit that many companies have: ensure a strong corporate brand identity. Too many product brands can indeed seem tiring for both consumers and employees. Both are reasons to consolidate brands under the corporate brand. Another reason may be -as in the case of Unilever- to bring the corporate brand more to the forefront to give it even more the role of authority and credibility.

Alphabet shows us that laser-sharp focused product brands may be the right tools to turn the corporate promise in broader spectrum, strengthen it and bring it to new heights!

Even Apple products deserve a beautiful name

The new Apple products are still very Apple and introduced to the market in an Apple way. Think different still counts.

Take Apple Photos. It is the replacement product for both the consumer and professional products iPhoto and Aperture. Apple Photos was received with criticism because of lacking functionality.

Exactly Apple!

Two existing products had to be replaced because they had to change. The fact that it will take time before the missing functionality is back is fine with Apple.

Power of the ecosystem

Then Apple Watch, the first real smart watch. Developers see opportunities through the power of the ecosystem. Again typical Apple, after all, as Jobs in 2004 said “the core technology [or consumer devices] is going to be software” and after iPod, iPhone and iPad that is also the case with Apple Watch.

And the latest addition is Apple Music, in which Apple took the old concept of Radio and give it a new look with Beats 1, the radio station that broadcasts live from different cities around the world.

The real big change

The real big change is that all these products are all brought directly under the Apple brand on the market: the strong Apple brand is followed by a descriptive name.

Apple is apparently abandoning the unique – recognizable – one word names such as Mac, iPhone and iPad for products.

This is in itself a logical “top-down” decision. In this way Apple Photos, Apple Watch and Apple Music all contribute immediately to the Apple brand.

However, if you look “bottom-up” I am convinced that when Apple had given all products unique names, such as iWatch, it would really contribute to the success of Apple. The success of iPod and iPhone were instrumental to the success of the Apple brand. You do not hear many people saying “I want an Apple”, but in stead your hear “I want an iPhone for my graduation”.

Unique names make it also easy to talk about your products. “I stream music from Beats on my iWatch” is much better than “I stream music using Apple Music on my Apple Watch”. Consider also the search query “how to edit photos in photos” which is weird in itself. In the result you find not only Apple Photos but also Google Photos. Or just search for “apple photos” and indeed you get photos of apples.

With beautiful brand-worthy products you make as a brand difference. With unique names you make it even easier to talk about them. And that is precisely the purpose of a brand!

Ace Hotel: be different by really doing different

Last week I was in New York for a brand positioning assignment. The customer assured me casually that the hotel would be a unique experience. I was a bit skeptical, because in the past I have slept often in hotels all over the world and you basically see a lot of the same. Of course there were some exceptions such as hip design hotels, but I was always bored after a few days. There was always something that simply did not fit the image. Initially funny things suddenly became very obvious or even annoying. Or interaction with the staff was different from expected.

Then I came to the Ace Hotel in New York. The Ace is a hotel that does things differently, but in a challenging and stimulating way. For starters, the location of the hotel is in a neighborhood that does not come directly to mind for a new hotel. And that is how it started…

Purple 

Upon entering I was greeted by a man in a big blue blouse with sleeves rolled up. He had a beard, unkempt hair and some tattoos. Indeed, this was the hotel manager. Super relaxed and sincere friendly. The receptionist had purple hair, sparkling eyes, a big smile and I got a greeting from the heart.

The crowded lobby featured a stuffed head of a deer, many copper items, an American flag and a DJ.

“Use your key card and start going places” was written above the key card slot in the elevator. My room is wallpapered with the sheet music of the opera Patience. Not some random sheet music, but an opera from the late 18th century that and as a satire also did things different. A perfect fit!

The hotel guide is called “The Ace Survival Guide – a manual for food, drinks and other ephemera. Then my eye falls on a set of cards held together by a thick band. I push the belt aside and read ‘Here are some art cards by artist Miho Hatori. We love them. We hope you will, too. Because they’re yours now. – Ace ‘.

Smoke outside. Meet a stranger.

Under the “no smoking” symbol in the room is written “Smoke outside. Meet a Stranger “and then in small text” Smoke inside, pay a stranger $ 250″. It can be that simple.

In the elevator I meet another guest who is so enthusiastic that he tells me he had a real DJ set and a guitar in his room. Where do guests talk in the elevator about their room? Neat!

The Ace Hotel is in my opinion THE example of a brand-worthy hotel. It is a hotel that continues to be Ace by being different and consistently executes that to the smallest detail with employees who have the brand in their DNA. 100% Ace! Doing so creates fans. And fans come more often, spend more and tell your story. This article shows exactly that!

Go Volvo be Volvo – back to safety ? – Part III

Regular readers of this blog know that I follow Volvo. I find it a fascinating brand and close to my heart. I am raised in a Volvo family and I still remember the day that we got a Volvo 240 and my father was proudly showing the (massive) crumple zone to anyone interested.

Unfortunately,  in my opinion Volvo has lost track with safety or simply got bored with it.

In search for the core

I wrote about Volvo in 2011 when the brand so hard tried to be a brand it is not (BMW, Audi, …), literally divesting all the hard-earned brand building. In  2014 I wrote again about Volvo.  In that year the brand continued to be in real trouble in the USA. Already in 2012 the WSJ Market Watch suggested that Volvo might as well exit the market.  I was eagerly waiting what the move of Volvo would be. The real options are of course to go fully back to the core of the brand or go further away.

The ‘in between’ option

Volvo has unfortunately chosen the ‘in between option’  of doing a bit of both. The new Volvo USA site is a clear manifestation of that approach.  I really like the new site, it feels Volvo. Unfortunately it does not read  Volvo.

The one thing we connect the Volvo brand to,  Safety is simply not a topic. Other car brands can get away with this but Volvo is not any other car brand, it is the brand that is perceived to be the safest car brand.

“This is Volvo Cars”  –  no  safety anymore

The lead text of the section “This is Volvo Cars” reads:

This-is-Volvo

Indeed, no mentioning of Safety at all. I would have changed that to something like this:

This-is-Volvo-Edit

Product pages – premium cars

The individual car pages follow the same pattern, with a tiny little mentioning of safety. Take a look at the  Volvo XC90 page. Beautifully designed yet the only mentioning of safety is in the right bottom of the page. And as you will see it is a long long scroll to get there.

XC90-safety

The XC90 page is no exception. On every other car page you find Safety in the rock bottom of the page.

Value propositions without safety 

XC90
Swedish grace – Our newest Volvo with bold harmonious design, pure uncluttered luxury, and advanced safety and comfort for seven

XC70
Choose your adventure – The XC70 is a supremely luxurious wagon for those who like their adventure with a sense of sophistication.

XC60
At home, everywhere – The perfect car for drivers in search of adventure around town and beyond it.

V60
The Sportswagon That Hauls – For people who need the versatility of a wagon, but want the dynamic handling of a sports sedan.

S80
Make A statement – The S80 sedan offers first class driving at its finest with every well-crafted detail designed to reward.
“Safety is #1”

Continued to be concerned with the approach and pleased with the new design I reached out to Volvo:

Tweet-Volvo-2

And happy to see a wonderful reply within 7(!) minutes:

Tweet-Volvo-1

Tweet-Volvo-3

So what is happening? Apparently something will happen with Safety. Personally I cannot wait to see safety all over the Volvo again to stop draining the brand. Imagine Volvo explaining in detail why each car is the safest in its class… that would be really Volvo!

Go Volvo be Volvo!

Coca-Cola Life: the start of a new life?

Recently a woman was busy handing out green cans in the supermarket. From a distance it looked like the introduction of a new health drink. I got curious! When I got closer I saw that it was nothing less than the introduction of Coca-Cola Life – the Cola with ingredients of natural origin – in the Netherlands.

The pressure on Coca-Cola Company to go along with the trend of natural products requires little explanation. The soft drink category is in decline. At this time, Americans drink about 167 liters of soft drinks per year. This is a sharp decline from the 201 liters per person in 1998. Surprisingly, water once again has become America’s favorite drink. Up to 211 liters per person in 2013, an increase of 38% compared to 1998. At the same time, the worldwide market for organic food and beverages has grown enormously and it is expected that this year the US $ 100 billion limit will be exceeded.

It is therefore crystal clear that Coca-Cola must formulate a response to this trend. Yet, I cannot conclude otherwise that Coca-Cola Company has failed to create a brand-worthy match between the trend and the Coca-Cola brand.

On the trend but not on the brand

Coca-Cola represents energy, refreshment, joy and live positively. It is not about being healthy. To make a brand worthy connection with a trend, Coca-Cola Company must make sure this experience comes back in the answer on the trend. If you launch a new proposition, which Coca-Cola Company does, and then going to call it “Coca-Cola Life is our latest innovation within the Coca-Cola portfolio, sweetened with ingredients from natural origin and contains a third less sugar and calories’ , then you’re well on the trend but not on your brand. This is a missed opportunity.

Be fresh in nature

The brand image of Coca-Cola Life is very green. A green wooden crate with some plants, a few bottles of Life and in the background a haze of green grass. Very nice, but not for Coca-Cola, the brand that just about the real experience of energy, refreshment, joy, enjoy and live positively.

Red is the color of Cola

Coca-Cola Life is green and rationally that is right: green is the color of natural products. Emotionally, however, we know better: red belongs to the Coca-Cola brand experience and the cola category as a whole. Therefore you also find the color red on non Coca-Cola brands. The cans of Pepsi have some red, Walmart’s Sam’s Cola and the Freeway Cola of the German discount store Lidl are red. It seems to me unwise to let go of something so fundamental which is built by investing years in helping consumers making the association. To me, a much more brand-worthy experience would have been a red Coca-Cola Life can with hint of green.

Absolutely nothing beats Life

When a brand has the name Life it suggest that it is also good for your life, especially when it is reinforced by the green color that we all associate with healthy. But where does that leave all the other products? Does it not give an indirect warning to consumers that they are not good for your life?

This makes Coca-Cola ‘Life’ also an outsider in the Coca-Cola portfolio: all other Coca-Cola brands help consumers to make a choice based on taste or lifestyle. Think of Vanilla, Cherry, Zero, Coke and Caffeine-free. ‘Life’ does not help to make a choice on taste or lifestyle. A less comprehensive name that is in line with the brand would have made a better fit.

As a summary: it is great that Coca-Cola Company follows trends and capitalizes on it. Too bad they passed their strong brand totally. But hopefully also for Coca-Cola “Life can be full of surprises’ ….

No-nonsense brand bites since 2009