At 11:09 AM -0600 3/3/03, James Santagata wrote:
>I would argue that Coke is a wonderfully strong brand based
>on the fact that they own the term "soft drink" in the majority
>of consumers' minds.
But that's not the test of a brand. If you were to tell me that
people insist on a Coke when their given a choice of other colas, or
refuse those other colas and switch to another beverage, then you've
The Coke brand means something in that case.
Look at it this way: When you want to make a Xerox of something, do
you care if you use a Ricoh machine to make it?
>It most likely will, but the customer asked for a Coke first.
>That is especially amazing, since Pepsi repeatedly wins on taste
>as evidenced by numerous double-blind taste tests. Yet, again
>and again, people ask for Cokes. I personally like Pepsi better
>than Coke, but I laugh (and get jealous) every time I find myself
>asking for a Coke out of habit when I want a soft drink.
Right, but Pepsi is your brand choice, so you can see that in your
case, Pepsi is a much stronger brand.
"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
Big Time Branding (SM) http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
Received on Wed Mar 05 2003 - 09:12:03 CST
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