Coca Cola wants you to “taste the feeling”

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Coca Cola has changed their concept from “Open happiness” to “Taste the feeling” and today I was met by above ad on the biggest news site in Sweden. So what”s different you might ask? Well, this article from Adweek goes into detail but in general Coke wants to put more the focus on the product but still keep the strong emotional appeal that was started with Open Happiness. Personally, I think they do a really good job with it, but Adam Padilla from Brandfire says it best:

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Sympathetic Pricing – A New Way Into Consumer Hearts/Wallets?

2012-01-06-Sympathetic SharkThe sympathetic shark above is courtesy of muffincomics.com

I subscribe to the trendwatching.com newsletter and the latest issue talked about Sympathetic Pricing, labelled as a new wave in the overall trend to improve the conscience of businesses.  Here is the report that I summarize very briefly below.

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Ryanair rebrand

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Fake ad

Yesterday I booked a trip to Bergamo (vacation) with Ryanair. I’m traveling frequently through work, but there was a long time since I flew with the controversial airline. I haven’t been able to avoid them in media though with their CEO Michael O’Leary appearing in media (mostly as a “defendant”) from time to time. Here are his “daftest” quotes according to the Guardian.

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Experience First – Lessons From SOL Republic

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Design products with passion and put the experience first and you shall succeed.

Is it that easy? Well, of course not. But if you start there it seems like you improve your chances drastically.

This constant talk about user experience is not just business blabla or a trend – it’s sense. I was sent an interesting video today talking about passion and experience from a product point of view. It’s Brian Solis interviewing SOL Republic‘s co-founder Seth Combs. Watch it below:

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Pepsi Brand Culture

Added this post about the Pepsi brand on the team blog at work. Pretty interesting stuff.

What Pepsi does so well is creating strong sub-brands to support the main brand. Just compare Coke Zero and Pepsi Max. Pepsi Max is ultra-aggressive, cool, lifestyle. Coke Zero has one selling point – no calories, something which the products obviously share.

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Brand Leadership

I bought two new books on my holiday (more about the second one,Taschen’s 1000 record covers, in a later post). Here’s about Brand Leadership.

Brand Leadership by David A.Aaker and Erich Joachimsthaler is hailed as one of the best books on branding. Management guru Tom Peters describes it this way: “This is it on branding. Read it…or else.” I’ve read parts of it on flights and although I knew a lot of it already, it’s just a fantastic reminder of the beautiful areas of building a brand, brand strategy and brand leadership. You can buy it on Amazon (my preferred shop for books, although mostly Kindle)  by clicking this link: Brand Leadership: Building Assets In an Information Economy and a few cents will go to this blog.

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