The Secrets of Branding

As one of the most recognizable and powerful companies on the planet, Coca-Cola sells over two million beverages daily. As this program examines, quality and authenticity are just two of the brand attributes that make this soft drink such a global leader. But how did the business manage to outmaneuver its competitors and grow to become such an iconic product, and how does it stay on top?

How do iconic businesses such as Aston Martin and Gucci stay relevant and successful over decades, if not centuries. As more and more competitors crowd the marketplace, what do companies do to remain the dominant brand? Spinning your own history and exploiting the past while refreshing the business for younger generations are just some ways that a product can remain in people’s minds.

IKEA has completely changed the way we consume furniture and other household items. They’ve made sleek design and desirability integral to their values and image. But how did they manage to become so ingrained in our commercial culture? This episode explores other iconic brands such as Apple, Burberry and Audi, who research, adapt, adopt and change as the market dictates to ensure success.

You may have a great product but if consumers never hear about it then your business will fail. Marketing the items you manufacture is a vital part of commerce and can make or break a brand. This form of advertising can be so powerful that products define nations or seasons, like Coca-Cola and Christmas. But what are the secrets to marketing and how will it change in the digital age?

Starbucks could have just remained a very successful coffee shop chain based in the Seattle area, but the owners of the business weren’t satisfied with that. They wanted global recognition for their brand, even in countries with their own specific coffee culture. How did Starbucks and other brands, such as Volkswagen and Samsung, initiate and maintain their global dominance?

Risk is something with which you need to be comfortable when developing a business. Staying stagnant is deadly, you need to grow and change to stay relevant. But too much change too rapidly can cause untold harm. This episode looks at brands such as Levi’s, Johnnie Walker and Gucci that have offered different, often curiously off-beat products in order to impress global markets.

Pan Am was once a dominant airline brand, synonymous with luxury and glamour. But one tragic incident destroyed the company’s image and ultimately led to its demise. This episode looks at the crises that brands inevitably face. Scandals, accidents, controversies that they either shrug off or never recover from. Some have even been known to spin a crisis to their advantage.

Champagne is not just a product, it’s a way of life. Its identity has been carefully cultivated and protected by laws and patents ensuring only those in one small area can create it. Whereas the village of Cheddar lost their protection and now its namesake can be made all over the world. This show looks at all the ways that a business can defend their products from the interests of competitors.