Over the 129 years, Coca-Cola has done a masterful job of consistently reinforcing positive emotions through its advertising.
Whether it’s Santa Claus, polar bears, or Mean Joe Green (Google it), they’re always drinking a Coke and they’re always happy.
With the great Coke vs. Pepsi debate, Pepsi’s desperate messaging always plays on comparing itself to Coke.
Coke, on the other hand, on only very rare occasions mentions its competition. Pepsi tries to convey its messaging to the rational/behavioral customer (see this mornings’ email).
And it is for that reason that Coke will always trounce and pulverize Pepsi in the great soda wars.
Pepsi constantly and continuously tries to win the soda wars through functional, rational appeals (more refreshing, more liked, etc).
Taste that beats the others cold
- Say Pepsi, Please
- Nothing Else is a Pepsi
- Every Pepsi Refreshes The World
- The Best Drink Created Worldwide
Coke instead has always made emotional appeals.
- I’d Like to Buy the World a Coke
- Thirst Knows No Season
- Have a Coke and a smile
- Taste the feeling
Even brain scan studies have demonstrated that while perhaps the Pepsi techniques have worked on some level, as soon as someone sees Coke, the power of the emotional connection comes in and Coke wins every time.
Create emotional loyalty by providing positive memorable experiences. Coke may be very simple in its happiness strategy, but it rarely compares or bashes its competition, and that’s why they win the Cola wars.
In April’s Mouster Class, I demonstrate how to create these emotional connections with your clients and prospects.
Leave your competitors battered, bloodied and bruised, without even mentioning them in your marketing.
So if you are thinking “Maybe I should be an Inner Circle Cast Member” please do! You simply can’t lose.
In a mere 9 hours, this months Mouster Class goes into the DSNi vault.
https://www.deliverservicenow.com/invitation-to-become-a-dsni-inner-circle-cast-member/
