What Coca-Cola Can Teach Water And Wastewater Manufacturers About Brand Publishing

Earlier this month Content Marketing World took place in Cleveland, OH and continued its mission to educate the world on the evolution of marketing. CMI’s message is consistent and unwavering and centers on the belief that marketing is never stagnant. It evolves just like our businesses do and counts on astute professionals to not just react, but to direct its today, tomorrow and beyond. Brand publishing and content marketing are at the core of the “now” and look to be the “now” for many years to come, perhaps decades.

So what does that mean for our market? A market built on tradition. A risk-averse marketplace. A market built on consistency in product offerings. Well, it means a lot actually and let me give you an example.

At Content Marketing World, attendees were able to hear from Kate Santore, Head of Content for Coca-Cola. As part of her opening remarks she stated what is at the heart of this evolution in marketing leadership and it resonates very much with our very own water and wastewater industry. As a subsection of their corporate thoughtware, Kate points out that Coca-Cola no longer asks themselves, either in the board room or in the field, how they can sell more product. Instead they ask themselves, “How do we win mindshare, trust and fanfare?”

“How do we find space in the hearts and minds of our customers?” -- Kate Santore

I think everyone will agree that Coca-Cola hasn’t changed as a brand in over a century (regardless of the plethora of sub-products that hit the shelves relentlessly). There has been little “new” in terms of features or benefits beyond a tweak here or there and even then, people clamor for the original.

According to Kate, what makes Coca-Cola special is that it is what it is and the Coke that you are drinking is the same Coke your favorite athlete or entertainer is drinking. The brand itself is universal, it’s loved, and it’s shared and most importantly … It’s trusted. Cokes are stories weaved into American history, our personal memories and thus brings people together.

Coca-Cola continues to build its brand (and expand its market share 150 years later) through stories. Content and stories told both through the world perceived by Coca-Cola and stories conceived from its unrelenting fan base that has evolved from casual observers, to customers, to raving fans and dedicated champions of the brand.

Engineers and operators share the same struggles in their everyday routines. Whether they are in the plant, in the field or in the office, the struggle is real and you are there to help. Many of the engineers and operators we target as a business are experienced and have created their own history and legacy within this market. If you are a company that has been around for a long time, has a loyal following and considers itself a champion brand from a historical perspective, start there and write your own Coca-Cola thoughtware. Win their hearts and minds and if you’ve done that already, let your fans tell their story. Nothing is more impactful than content written in the context of the customer experience that is thought provoking and not boastful about a brand.

It’s about how your company makes life better for your customers, not how your company has a better feature or price than the next. To make an impact, think BIG. After all … you “Can’t Beat The Real Thing.”