Iconic brands with history and that have stood the test of time have an advantage over newly minted companies and brands that seem to pop up left and right today: tradition.
I believe brands that focus on building connections with people, rooted in trust, empathy and emotional intensity, will win. However, if the brand has been around as long as Coca-Cola with it’s almost cult like following, then it has a leg up on retaining its loyal brand followers simply because people like tradition. And Coke had been an integral part to America’s “teenage” years.
In fact, this young couple loved the brand so much that they came up with a clever way to use Coke’s #shareacoke campaign to announce an exciting life event. Take a look:
Now, I doubt Coke expected something exactly like this, but I guarantee you this is the outcome they were ultimately going for. Loyal (Diet) Coke drinkers integrating the product into their daily life. Now that’s brand loyalty.