Interbrand released its list of 2010's Top 100 Brands this week. No surprise, Coca-cola came out on top for the 11th consecutive year, despite efforts to boost the Pepsi brand, number 23 on the list, through CSR programs like refresh. The unmatched dedication to the top brands around the world exists for reasons unknown to many of their most loyal followers.
The brand is an immensely important and, at times, difficultly defined concept. In our personal lives, many of us fumble and falter for years (decades even) to answer the question, who am I? An even more complicated quest when mixed with who do I want to be and how do I go about being it? A concept that the branding leg of marketing asks businesses to determine with a questionnaire or short exercise, and all in time to get the website launched next month. EGadds!
From this perspective, I can see why some clients take 8 months to approve something like a business card. But, the marketing pro knows that the beautiful thing about the brand is that it can always be reinvented, and should be. The most lasting brands are both timeless and modern, must remain consistent, yet evolving. Not an easy feat, but something to aspire to.
So, hats off to Coca-Cola for 11 years and counting of seamless reinvention of the brand that the entire world loves! (Except Pepsi drinkers, of course)
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