After 125 years, Coca-Cola marketing chief Joe Tripodi says the best is yet to come

What is at the heart and soul of Coke’s brand identity?

I would talk about two aspects: one would be the physical aspect of the brand and the other would be the emotional aspect. At the physical level, we’ve had Coke in its traditional contour glass bottle since 1916.

We’ve also had the logo, the Spenserian script, since the late 1800’s. So, you basically are looking at the value of consistency over a long period of time.

The emotional side is even more important. The brand and the company have stood for positivity, optimism and happiness for 125 years. My sense is that Coke’s consistency on both the emotional and physical aspects is what has sustained Coke and gives it that very unique brand essence and identity.   125 years of happiness

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