Have you wondered why top brands like Coca-Cola, Google, Nike and Apple are so successful? How do they leapfrog their competition despite operating in hyper-competitive markets?
The answer lies in the power of their brand essence. This is defined by Brand Focus as follows:
“Brand essence is the single most compelling thing we can say about the brand that differentiates it from competitor brands as perceived by the consumer. The most powerful brand essences are rooted in a fundamental consumer need.”
Like individuals, brands have values and personality. According to Branding Strategy Insider, these are often derived from a combination of the following:
a) The personality and values of the organisation’s founder
Thanks to June, Tiffany and Laura of the Coca-Cola Singapore team, I was invited to the cosy 126th birthday party for Coca-Cola held at the Dallas Restaurant and Bar at Boat Quay. As a marketer and a publicist, I’ve always admired how the world’s largest beverage company continually reinvented its flagship Coca-Cola brand despite having such a long heritage. It was fascinating to see how the brand associates itself with values such as fun, happiness and enjoyment through activities that resonate with its customers.
At the thematic party adorned with Coca-Cola’s unmistakeable reds and whites, I learned how the company continually innovated its marketing and PR efforts. Other than traditional advertising on mainstream channels, Coke experimented successfully with guerrilla marketing, emotional marketing, buzz and viral marketing, co-branding, sponsorship (Coke has sponsored the Olympics movement for 84 years in total!) as well as immersive experience rich events and showcases (such as the party itself). The company further embraced its role as a corporate citizen by sponsoring and encouraging sustainable and civic-minded practices such as recycling and caring for the less fortunate.
Scoot’s staff Captain HC Rohan, Head of Flight Operations/Chief Pilot; Campbell Wilson, CEO, and Ng Ju Li, Head of Cabin Services with a model of their plane (courtesy of Scoot)
Thanks to Alvin, I participated in a special blogger’s preview event of Scoot, a new low cost carrier in Singapore. Held at the Singapore Flyer, we checked in at the Service Lounge, went for a flight in the pod-like “cabins” and had a sumptuous dinner at the Singapore Food Trail.
“Brand it like Beckham” so we’ve been taught, and untold fame and fortune may just follow you.
Learn to emulate Nike’s brand success story, and be inspired by how cleverly it came up with its world famous “Swoosh” logo and its unforgettable “Just Do It” tagline.
