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Study: Coke Is Most Talked About Brand in
America
Elaine Wong
Brand Week
October 23, 2008
Word-of-mouth about Coke has exploded, as if someone
dropped a Mentos mint into a bottle of its diet version.
According to a new study released by the Keller Fay
Group, Coca-Cola is currently the most talked about
brand in America. The ranking was drawn from 25,142
consumer conversations conducted between January and
August 2008.
"They've been working [W-O-M] channels pretty adeptly,
and clearly have learned a great deal since turning
their corporate nose up at all the Diet Coke/Mentos
experiments a couple of years ago," said Gerry Khermouch,
editor of Beverage Business Insights, West Nyack, N.Y.
"The accomplishment is all the more impressive since a
basic carbonated soft drink is not inherently buzzworthy."
Katie Bayne, CMO at Coca-Cola, North America, said,
"We're actively and consistently fueling buzz through
innovative efforts like the nearly 11 million-household
My Coke Rewards program . . . top-rated Super Bowl and
Internet advertising, and an Olympic program that
connected the world over a Coke."
Its chief cola rival, Pepsi, came in fourth place, right
behind AT&T (2) and Verizon (3). The findings come from
Keller Fay Group's TalkTrack analysis, which examines
word-of-mouth conversations held both on and offline.
This is the first time the data has been broken down as
such.
While technology, telecommunications and automotive
dominated the top 20, packaged goods and retail
companies accounted for 32% of all word-of-mouth
conversations.
Ed Keller, CEO at Keller Fay, New Brunswick, N.J., said
this is because these brands fall under the realm of
"social categories" and have greater frequency of
purchase. Another reason is that consumers are exposed
to retail and packaged goods marketing messages on a
daily basis. "Consumer packaged goods companies are
quite good at using marketing to stimulate conversation,
whether intentional or not," he said. Oftentimes, this
can be as simple as an in-store circular or coupon.
No. 5 Wal-Mart, for instance, focuses its marketing
message around three key pillars: "Unbeatable prices,
quality products and an easy shopping experience," said
Clint McClain, senior director of emerging media for
Wal-Mart U.S. "Wal-Mart has never been more clear on who
we are and how we can best serve our customers. We help
people save money so they can live better."
"People like to talk about things they use everyday,"
said Dave Balter, CEO of BzzAgent, a Boston-based W-O-M
marketing agency. "If you have a frequency of use for a
product, it gives you more reason to talk about it."
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