The Coca-Cola Company retains its #1 position for the 8th consecutive year on Tenet Partners’ Top 100 Most Powerful Brands 2015 List. How long can this iconic brand hold onto its leadership position?
This week, Tenet Partners launched the 8th edition of our Top 100 Most Powerful Brands Report, and Coca-Cola once again occupies the #1 position since the inception of this report. Congratulations to a brand that has been able to maintain momentum, especially in today’s very challenging and competitive beverage environment. Coca-Cola is seeing consumers seek healthier alternatives to soda and orange juice – two of Coke’s core staples – as well as more experiential brand engagements.
Tenet’s Top 100 Most Powerful Brands Report indicates that those brands who drive value through innovation and collaboration to create more engaging customer experiences tend to be the winners in not only capturing the hearts and loyalty of consumers, but of investors too. So what does the future hold for Coca-Cola? How long will Coke be able to remain at the top of our Top 100 list before Apple, Google, Amazon or even some other yet to be launched brand dethrones it? Coke must look ahead while keeping an eye on those brands that are right on its heels.
Surely Coca-Cola, either through collaboration Fit Family Challenge or through the acquisition of such “better for you” brands such as Vitamin Water, Honest Tea, Smart Water, Fuze and Odwalla understands that soda and orange juice will not sustain its future. But is Coke driving enough innovation to maintain or even increase its momentum knowing that consumers are seeking products and experiences that will complement their healthy lifestyles? I doubt that the Coke mini-can touting less sugar and calories is the solution. However, Coke Life, the recent “fist bump” modification to its iconic ribbon and its Ekocycle collaboration with will.i.am are certainly ways in which the brand is starting to engage with its consumers through relevant messages and heightened brand experiences.
One thing that Coca-Cola has proven is that it certainly “gets it” when it comes to understanding the concept of customer experience. Whether through Coke’s classic contour-shaped bottle, which is celebrating its 100th birthday this year, or through its corporate and individual brand promotions and sponsorships, Coca-Cola often times exemplifies good, even great customer experiences. This was proven by their “Share a Coke” campaign which helped to increase previously lagging sales by 2.5% last summer.
Moving forward, Coca-Cola will not only need to rely strongly on continued acquisitions, collaboration and innovation that are relevant for its consumers and investors, but to also retain its overall BrandPower Coca-Cola strength and its leadership position.