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6 Key Tips From Coca-Cola to Create a Legendary Brand

Learn from the experiences of the world's largest soft-drink company to help you succeed.

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.
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We all know the Coca-Cola brand because it is present all over the world, and we have grown up drinking it. But achieving the success that it has today was not an easy task. Along the way, there were obstacles and challenges that its creators had to face to finally become the giant corporation that it is today.

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Learn about some of its secrets to success and apply them to your company. 

1. Perseverance

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The first thing is perseverance. Without this key quality in entrepreneurship, you will not be able to achieve your goals. That is why, despite its great success and being a market leader, Coca-Cola has advertising and public-relations campaigns all the time, in any season. You know that you must not waver if you want to stay top of mind in the market. You will not see the fruits of your labor from one day to the next; you have to be persistent and patient until the company has the desired prestige.

2. Strong values

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Another aspect that has made it successful is that it has been true to its values, which are reflected in its advertising and marketing actions. Regardless of changes in society or in the media, Coca-Cola always promotes happiness, respect and family unity.

Related: Coca-Cola Asks Its Workers to Be 'Less White' to Fight Racism?

3. Total knowledge of the market

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To get a product to penetrate, you must have studied what will make it successful in the market and know if it will be demanded by consumers. Even so, there will always be a degree of risk that you must be willing to take although it is better to ensure that it does not completely derail your company.

4. Harnessing emotion

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When launching a product, it must be accompanied by an emotion in order for it to be more successful. Coca-Cola campaigns stand out by creating experiences and for exclusively targeting a group of people. And, despite being one of the largest companies in the world, consumers always feel special when they use the products.

5. Storytelling

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Create a story behind the product to make it more attractive to consumers. The beginning of Coca-Cola's "lucky" invention as a medicine for stomach pains is an anecdote that entrepreneurs love: a great idea or an incredible opportunity can come from anywhere.

Related: This Bottle of Coca-Cola Was Sold for More Than 50,000 Mexican Pesos

6. An unmistakable image

Image: Maximilian Bruck via Unsplash

Bet on the image of your brand. Create a logo that is a distinctive, a unique packaging (such as its glass bottles) and a slogan so that customers become familiar with it and it remains in their memory. The Coca-Cola logo is recognized anywhere in the world, and the brand image has worked so well that even the Santa Claus prototype (white beard, red suit) was invented by the company for a Christmas campaign.