Magpie: Elaine Frankland, EffectiveBrands

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Celebrating the past or the future?

Yes, the average income remains a tenth of that in the US but it has doubled in 6 years. The poverty rate has halved in 5 years; things are good. There’s a great article from Y&R really bringing this to life for global marketers and reminding us all of that most basic of marketing lessons – get out of your own head and into the consumer’s. Really setting aside our own prejudices and walking in our consumers shoes is tricky enough at a national level – living in our little London bubble it’s hard to understand the needs of a full time mum in Bradford, never mind that of a 22 year old programmer in Xian.

This difference in perspective has been brought starkly to life in the rush of nostalgia that has accompanied the recession in the developed world. As Coca-Cola celebrates its 125th anniversary around the globe they focus their campaign on past glories, heritage and memory. A smart move in a western world feeling pretty uncomfortable about the future, but Coke knows the secret to its future success more likely lies firmly in what got them to 125 years in the first place. What brand is better positioned than Coke to capture the new emerging market’s Zeitgeist, after all they know a thing or two about selling optimism to a new generation and about keeping the mood alive. No wonder the word ‘Coke’ is second only to ‘OK’ for global recognition.

Calling all magpies in the Marketing Society membership: find and share three shiny nuggets of wisdom and inspiration with the network for this regular feature on the blog. From eccentric videos on YouTube to Twitter feeds that inspire you, new models/ways of thinking about marketing and creative ideas, send will@marketingsociety.co.uk your three favourite things. The more eclectic the better

Posted: July 28th, 2011 | Author: stuart.treasure | Filed under: Magpie | Tags: Brazil, coca-cola, consumer, Effective Brands, magpie, marketing society, optimism | Leave a Comment »

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