Keeping Coca-Cola fresh in the memory
Posted: Sun Dec 15, 2024 8:15 am
It is precisely these positive associations that result in the brand being noticed a little more quickly in the store, the choice feeling a little better and every sip being a little more enjoyable.
Building brand associations with conditioning is a slow process. The effect submerges our consciousness. However, the years of marketing effort required for this pay off handsomely for Coca-Cola. Once built, a positive association can last a lifetime, which adds up to a lot of extra bottles sold.
Essential to this is to reactivate this neural connection periodically. The consumer must regularly encounter advertising campaigns that keep the existing associations fresh in the memory.
Today, there are neuromarketing research methods that can reliably measure the formation of unconscious brand associations quantitatively. For example, the Implicit Association Test is used as a brand tracker and method to predict the impact of a packaging or advertising message on desired brand associations in advance.
Not a brainless zombie
All this does not mean, however, that positive conditioning turns the consumer into a passionate brand fanatic who is 100% loyal and who buys Coca-Cola like a brainless zombie. Almost every buyer of Coca-Cola also buys Pepsi (Sharp, 2016). It also appears that 25% of the turnover comes from people who only buy the brand once every 6 years.
With some exceptions, the vast majority of lebanon telegram data consumers simply reach for Coca-Cola a little more often as they stroll through the store. And that's enough to dominate the market.
2. The importance of red
Imagine an alternate universe where the Coca-Cola brand is dressed in Pepsi blue, and vice versa. Apart from this color change, the marketing activities of both brands remain unchanged. Would Coca-Cola and Pepsi have a different distribution of success in this alternate reality?
Brand assets
Coca-Cola's red and white color combination is praised as a recognizable brand asset. Many popular marketing psychology blogs almost give the idea that the brand owes its success to this brilliantly chosen shade of red. A red that stands for passion, energy, fun and power. Blue is supposed to be serious, reliable and modest. This color difference is often cited as the reason behind the difference in appeal between Coca-Cola and Pepsi.
Nothing could be further from the truth. Colour is psychologically very important, but not in the way described in 'cold ground psychology'.
Building brand associations with conditioning is a slow process. The effect submerges our consciousness. However, the years of marketing effort required for this pay off handsomely for Coca-Cola. Once built, a positive association can last a lifetime, which adds up to a lot of extra bottles sold.
Essential to this is to reactivate this neural connection periodically. The consumer must regularly encounter advertising campaigns that keep the existing associations fresh in the memory.
Today, there are neuromarketing research methods that can reliably measure the formation of unconscious brand associations quantitatively. For example, the Implicit Association Test is used as a brand tracker and method to predict the impact of a packaging or advertising message on desired brand associations in advance.
Not a brainless zombie
All this does not mean, however, that positive conditioning turns the consumer into a passionate brand fanatic who is 100% loyal and who buys Coca-Cola like a brainless zombie. Almost every buyer of Coca-Cola also buys Pepsi (Sharp, 2016). It also appears that 25% of the turnover comes from people who only buy the brand once every 6 years.
With some exceptions, the vast majority of lebanon telegram data consumers simply reach for Coca-Cola a little more often as they stroll through the store. And that's enough to dominate the market.
2. The importance of red
Imagine an alternate universe where the Coca-Cola brand is dressed in Pepsi blue, and vice versa. Apart from this color change, the marketing activities of both brands remain unchanged. Would Coca-Cola and Pepsi have a different distribution of success in this alternate reality?
Brand assets
Coca-Cola's red and white color combination is praised as a recognizable brand asset. Many popular marketing psychology blogs almost give the idea that the brand owes its success to this brilliantly chosen shade of red. A red that stands for passion, energy, fun and power. Blue is supposed to be serious, reliable and modest. This color difference is often cited as the reason behind the difference in appeal between Coca-Cola and Pepsi.
Nothing could be further from the truth. Colour is psychologically very important, but not in the way described in 'cold ground psychology'.