Friday, 16 December 2011
Creating a culture
The movie also consisted of some interviews of people who actually participated in the movement. One of the interviewees mentioned something that really captured my mind: "They did not realize that they were creating culture and not just producing a product". I consider this a very powerful concept that definitely brings a new dimension in the marketing theory perception. How can a company create culture and not just products?
We are looking in the perception of a culture - oriented company rather than a product - oriented company. Coca - Cola has managed to "penetrate" every house, every family, every social, national, international event, every human being. It is literally impossible not to meet a single person around the globe who has not even once had a glass of Coca - Coal in his/her life.
Taking a closer look in the US country itself we can see multidiversity, multinationality, multidimensionality. Coca - Cola has managed to change the rules of the game by bringing to the customer/consumer a sense of belonging, the feeling of being part into something big, the perception of participation and personal wellness through a simple product. Watching the movie, I cannot recall any other such national movement in any place around the world of people being conscious and really being in need for a product which became an integral part of their lives, a product that identified the wants, dreams, fears and hopes. A product that is ultimately related to the great American dream, the land of opportunities, the land where everybody is welcomed, the land of prosperity, the land of hope.
Coca - Cola managed to bring together a nation, it has created around its brand name a world where the consumer is an entity within his/her own comfort zone. Without even studying the corporate part of the story we have realized that for this particular person, consuming Coca - Cola was much more than having a fizzy sweet and even unhealthy drink. Coca - Cola became the incubator for values, for putting problems aside, for bringing happiness and for creating moral standards.
I believe that this is not the time nor the place to analyze whether Coca - Cola is a good or bad product or to go through any unethical behaviors and practices. The aim of this small contribution is to try and see things from a different perspective and understand how such a small product turned out to be a world leader in the refreshments industry and how it managed to be a part of nations life and perceived not only as a simple product but as a means of identity.