News Archive

What Jeb Bush Could Have Learned from New Coke!

In 1985 the world was about to change, after almost 100 years with no change in formula, Coke-A-Cola was about to take on a new taste and pander to a new customer segment. After all, the summer of 1985 saw the cola category loosing market share in the soft drink market and worse yet, coke-a-cola was loosing share to chief rival Pepsi co. in the cola market.  In an attempt to regain share and cause a change in the trajectory of Coke in the soft drink and cola markets, the executives at Coke decided it was time to move away from the traditional brand, that had been in existence for 99 years.  Thus in April of 1985 NEW COKE was launched and began to show up on supermarket shelves around the country.  What happened next was a true lesson in the power of branding.  

Instead of being met with unbridled enthusiasm, NEW COKE was met with disdain and a yearning to have the "old" version back.  There were actual grass roots campaigns developed to call for the return of the "Original" coke. It did not take the executives at the company long to respond, as the original brand was back on supermarket shelves in 79 days.  

The learning here was that once customers tasted the New brand Coke, they realized the emotions and memories that they had developed to the original brand were not there anymore. Their experience with the new version was simply non-remarkable.  It wasn't JUST about the taste, but about what that taste stood for and delivered on.  The traditional "coke brand" brought a sense of comfort and nostalgia, not to mention the better taste.

Fast forward to 2015-16 and the race for the GOP nomination for president. Jeb Bush and his team pulled a "New Coke" move by trying to distance themselves from the traditional "Bush brand" by developing a campaign focused on a new type of Bush.  This Bush had executive experience going into the race.  He had a proven track record as Governor of Florida and more than anything else, he was a "NEW" brand of Bush, who was intellectual, steadfast and knew how to speak the English language.  The Bush team even left his last name off his campaign posters, which just read; JEB! Can do it!  His team was unlike the executives at Coke though, as once they realized that this new brand was not resonating, going back to the original was the only chance to regain momentum and put the monkey TRUMP back in his cage.  They waited too long to strut out Mama, or the Mummy, Bush.  Getting W out there earlier would have given Jeb a lift he never thought he would would have gotten with the "original" brand, and finally the reverence for H.W. would have been better to reflect on than Marco Rubio's make-up habits.  If Jeb had hired Sergio Zyman to be his campaign manager, "Old Coke" would have ruled the 2016 GOP race.


News you can use

With technology, social media usage has also only gone up. Therefore, the best marketing strategy should use social media cohesively with your other marketing efforts.

Whether you’re in the market or you’ve had the same job for years, preparing for an interview is never a bad decision. Here’s how to sell yourself at your next job interview.

Whether you’re a small business owner, employee or professional individual, gear up for Thanksgiving this holiday season with these seven marketing ideas.

Cover letters may seem difficult, but they don’t have to be. Today we’re going to “cover” how to write the perfect cover letter and market yourself for your job search.

If you're interested in promoting more of your small business brand or professional image through Instagram, we have some useful post ideas to get you started.

Outlining a strategic plan will boost engagement on social media, make sure posting gets done and grow your network. Unsure where to start? We have you covered.

Humor has shown to be a valuable component of leadership, and actually makes you a better leader in your own life. So, let’s get cracking and let the good times roll.

For small businesses and individual professionals, October provides the perfect opportunity to increase your marketing efforts, connect with potential customers and grow the organization.

How do you know when your website needs an update? Today we're going to find out. Let's take a look at how you can find the five signs it's time for a website redesign.

When it comes to supporting local business, there’s more to it than helping the community; it supports you too. Check out these reasons why going local helps you out in the long run.

What if there was a way to write the perfect resume that would help you land your dream job? Lucky for you, we’ve got 10 tips to writing the perfect resume today.

Caring for employees establishes a foundation for any organization to grow off of. It’s the age-old saying: “Before you help others, you must first help yourself.”

How can you drive natural interaction through your LinkedIn page and foster relationships? Today, we have some tips on how to maximize your LinkedIn engagement.

If you’re not reaching Gen Y, then you're missing out on a selling opportunity. How can you engage with those 35 years and younger? Check out five ways to market to Millennials.

Where there is writing, there is marketing, and where there is marketing, there is business. Check out our reasoning why great writing means great business.

Public speaking is a valuable skill that’s often necessary within the professional world. So how can you overcome anxiety and become a better public speaker? Let’s find out.

With the right audience and the right business, direct mail marketing can have a powerful presence in any brand marketing strategy. But first, let’s start with some tips.

Customer service can make or break a business. Just how influential is it, though? Today we’re going to take a look at the power of great customer service.

What is evergreen content and why is it so important? Today, we have the answer to that and more. So let’s dive in and see how you can start optimizing evergreen content.

Strong calls to action (CTA) contribute to the success of any institution. For a business, they can make the difference between heightened sales and diminished opportunities.

There is a right and a wrong way to practice patriotic marketing. Today, we’re going to talk about patriotic marketing: how to show your pride and your brand this Fourth of July.

Instagram is a great resource for marketing personal or professional brands. If you’re still not sold on the site, we’ve got some reasons why you should be on Instagram.

There’s a way to run a meeting that is engaging, productive and gets straight to the point. How can you learn this skill? We’ve got a few pointers to get you started.

How can you get involved in this week’s marketing opportunities? Here are five Father’s Day Marketing ideas to get started on promoting products or services.

Today we’re going to talk about the importance of word of mouth marketing (WOMM) for a company, and how business professionals can use it to their advantage.