2. Sell happiness: Coca-Cola
Ice-cold Sunshine. The Pause That Refreshes. Life Tastes Good. Since its inception, the promise of the world’s largest beverage-maker has been to delight consumers. “Everything they do is inspired by this idea of, How do we promote, develop and create happiness?” author Stengel says. Coca-Cola pushes this message across all points of customer contact, from Facebook to its custom vending machines, which allow consumers to concoct their favorite combinations of flavors. “They take the ideas of spontaneity and delight and infuse [them] into everything,” Stengel says.
Putting aside the ’80s branding debacle that was New Coke, Stengel adds that the company backs up its focus on happiness with a consistently strong corporate identity based on longevity and heritage. “They have a deep and healthy respect for their past and for the people who have gone before them,” he says. “They never forget why they started and where they came from, which means a lot to consumers.”
That trust is evident among respondents to our survey, who did not give Coca-Cola a single negative remark.