Can you position your brand for 20 years ?

Can you position your brand for 25 years ? Or more ? Well Diet Coke did it ! Look at these 2 commercials, one is from 1995, the other from 2013.  Today’s girls are the just the same as those 20 years ago. Same fantasies and same coke !

I told my students today that a great positioning idea should stand for long. Good marketing is about a good strategy first. Making clear choices, choosing your customers, having a strong positioning concept, being strongly different. The rest is execution. And execution is at the service of strategy. This is what these 2 ads show.

Enjoy, ladies !






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