Let the World's Favorite Beverage Teach You the Tricks of Advertising

By Otto Kreistler

When you're looking at examples of amazing advertising, you need not look further than the most popular brands in any field or category. Many of them are where they are right now not necessarily because of 100% better products (this is a fact that many people don't realize) but simply because people with extraordinary vision just took advantage of certain situations to assert their leadership in the field through insight, quick thinking and desire. These are the people and companies that eventually become successful because they know how to find their niche and exploit the uniqueness of their product in a category that is theirs for the taking, instead of trying to waste time trying displace established brands by playing them at their own game.

And perhaps one of the best and most iconic advertisers in the history would be Coca Cola. With their combination of ingenuity and creativity combined with an undeniable sense of mass appeal, Coke's empire is as much for the eyes and ears as it is for the tongue. Budding businessmen, creative teams and advertisers can pick up a lot of hints from Coca Cola's remarkable advertising techniques throughout the ages.

Here are a few tips that any marketing or advertising chief can take from Coke's nifty ads:

- Learn the power of a cool slogan: If Coke has had a lot of things in its long and ever-changing existence, slogans would definitely be top of that list. And they continue to generate a legion of easy-to-recall phrases that just keep consumers coming back for more. Some of them would include: "The pause that refreshes", "I'd like to buy the world a Coke", and "Coca-Cola ... makes good things taste better."

- Aim high: One of Woodruff's stated goals was to ensure that everyone in the world drank Coke as their preferred beverage. And only with a goal like that can you expect equally fervid efforts that will reflect on your advertising and your eventual success.

- Become a cultural icon: Now Coca Cola is as much synonymous with the American Dream and Western capitalism as it is beverage. But Coca Cola has done much more than revolutionize the way people look at their own product and company. They are credited with popularizing the modern image of Santa Claus as an old man in red and white garments, with its 1930s winter ads. Although they may not be the first cola company to use the image, they are the ones that shot it to new heights.

These are only a few tips to get your business off the ground and keep it soaring. If you want more in depth information on how to make your business, like Coke, a dominant name in the market, maybe it's time you got an MBA to learn the most advanced degrees that will ensure your rise to the peaks of success.

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