How Coca-Cola Make Their Brand Assets Work (Importance of Brand esSense #15)

Coca-Cola recently sponsored an attempt to make rubbish bins more visible. Apart from the good cause of helping people find where to place their rubbish, Coca-Cola’s design solution is a great example of leveraging brand assets. The use of the Coke colours and ribbon device as the main theme gives clear direction to the eye as to where to look.

More importantly, in using the ribbon device and colours in this unique way, Coca-Cola are not only using their brand assets, but strengthening and reinforcing their place in people’s memories, making the brand more “mentally available”. Even without the brand name, the colour and ribbon device become even more strongly associated with the brand, making it more visible in more places.

A great use of brand assets and a lesson in building brand eSense.

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