Lovemarks n' Buzz Marketing

Why do people love Coca-Cola? Is it because if its worldwide recognition? Is because of the polar bear advertisements that air during the winter holidays? Each individual has his or her own reasons for liking or disliking the soft drink. I enjoy Coke mainly because it has a classic feel about it. The shade of red and the white waves on each can is so unique to the product that everyone has always associated the drink with classical moods and easy-going attitudes. For this reason, I would say Coca-Cola has a strong “lovemark” within the soft drink industry. Something about Pepsi does not compare to Coca-Cola. I may be biased living in Atlanta for eighteen years, but I still feel that the reach of the company internationally and the way that people feel about Coke in various cultures is something much stronger than the way that people perceive Pepsi. Their marketing strategies are also very appropriate. They understand how the public views their flagship product as something classic, which they make an effort to preserve in advertisements and their marketing strategies. Their witty commercials create a social “buzz”, something very crucial for their continued success.

Buzz marketing may be the most interesting thing I have heard of when discussing advertising and marketing. I feel that taking advantage of social patterns and gossip to get the word out on a product is extremely creative. The methodology is perfect. People can simply live their lives how they normally would while at the same time expressing the images of products to others in their surroundings, effectively advertising without any forced effort towards the consumer. While groups feel that this is unethical, I feel that this strategy is so cunning that I would approve of it any day. Those close to you may suddenly choose to advertise for a product and you may never know it because this form of advertising fits into their personality. I know in my case I could work for a hockey company such as Easton or Nike Bauer and advertise their composite sticks by simply playing the game as I always have. In this case, the display of the products is natural and imbedded within the social connections that tie together to form a living culture.