A Coke and a Smile

A funny thing happened in my office today. Maybe it was the 98 degree ‘Hotlanta’ heat. Maybe it was the additional fact that the office air conditioning system seems to be ‘underperforming’ today. But here is how it unfolded.

At the end of a mini test project for an upcoming event, I happened to have a number of bottles of classic Coca-Cola on my desk. You know, the neat little 8 oz. glass bottles they still sell for those of us who prefer our Coke the classic way, not in a can or plastic bottle. I decided to walk around the office and ‘gift’ these away personally one at a time to my co-workers.

Surprisingly, each time I handed someone a bottle, their faces lit up and they flashed a truly genuine smile. The gift of Coke was not only appreciated, but for a moment it brought true HAPPINESS to each person.

I began to think about what a powerful concept that is. For decades, Coke has built its entire brand on the idea of happiness. The fact that it still, after so many years, elicits such an immediate response – in the form of a pure outburst of emotion – is a real testament to the power potential of a brand.

So it’s clear – Coke owns ‘happiness’ in the minds of people. What feeling or emotion does your brand own? Is there a feeling or an emotion that you can connect your brand to? How would you do it, if you haven’t done so already?

Coke turned ‘Mean’ Joe Green into a happy man. What can your brand do for people?