People want to do business with organizations that are credible and trustworthy. They want to patronize organizations that are good corporate citizens. Ultimately, people want to be inspired, have hope and feel good about themselves and others.
From a business owner’s and manager’s perspective, people reach for your products when they feel good about who you are. This is the thinking of J. Alexander M. (“Sandy”) Douglas, Jr., president of Coca-Cola North America. He spoke at the Oklahoma State University “Tulsa Business Forums” luncheon in Tulsa on March 24.
Douglas said Coke will remain the most valuable brand on the planet only if it can continue to “polish and strengthen” its brand and “make it vibrant, special and resilient.” He said Coke will reach its worldwide growth ambitions if it can continue to be a company that people admire and want to associate with, a company that cares for others and does its part to make the world a better place.
It’s amazing to me that a company as large and diverse as Coca-Cola—500 brands in 206 countries—manages to rise above its daily business challenges. You know it has serious challenges: human, financial, legal, logistical, and competitive. Every business does. But Coke’s top executive said its No. 1 priority, and the key to its future success, is its brand. He said Coke will maintain and strengthen its brand by being genuine and true to what the company and its products stand for.
Sure, Coke must deliver a quality product and do all the things any company must do, but the top exec of one of the most valuable brands on the planet says that to continue to grow and be successful, it must deliver more than a consistent product that’s tasty and refreshing. It must lead, inspire and “do good.”
Wow. That’s quite a standard.
Here’s the message from the leader of one of the greatest and most successful companies in the world: Do ANYTHING that could tarnish your brand and fewer people will reach for YOUR products. When people see your company, products, services, logo, employees and executives, they must feel good about everything they see. The very future of your business depends on it.
