Wednesday, January 11, 2012

What are you doing 125 years from now?

What are you doing 125 years from now?  Or 20 years from now? 20 minutes? Do you know? Can you hum a few bars?  

On May 8, 1886, Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass.  According to their website, Coca-Cola has evolved from one product -- Coca-Cola -- to more than 500 brands in 2011. The company has grown from selling a modest 9 drinks a day in 1886 to 1.7 billion a day. 

The company has expanded from one city in one country to availability in more than 200 countries around the world.  

If you wonder about the power of planning, strategy and communications, read on and be inspired to begin. 

Advertising for Coca-Cola, always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times.

 The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke."  

Listen to the song and remember the first time you heard it.  Now read their 2020 plan, and then think about the power of a great plan written to clarify and inspire, and a very successful marketing and branding strategy to teach the world their song.     

2020 Plan:


  • To refresh the world...
  • To inspire moments of optimism and happiness...
  • To create value and make a difference.

  • People: Be a great place to work where people are inspired to be the best they can be.
  • Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
  • Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
  • Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
  • Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
  • Productivity: Be a highly effective, lean and fast-moving organization
  • Leadership: The courage to shape a better future
  • Collaboration: Leverage collective genius
  • Integrity: Be real
  • Accountability: If it is to be, it's up to me
  • Passion: Committed in heart and mind
  • Diversity: As inclusive as our brands
  • Quality: What we do, we do well

Focus on the Market 
  • Focus on needs of our consumers, customers and franchise partners
  • Get out into the market and listen, observe and learn
  • Possess a world view
  • Focus on execution in the marketplace every day
  • Be insatiably curious
Work Smart
  • Act with urgency
  • Remain responsive to change
  • Have the courage to change course when needed
  • Remain constructively discontent
  • Work efficiently
Act Like Owners
  • Be accountable for our actions and inactions
  • Steward system assets and focus on building value
  • Reward our people for taking risks and finding better ways to solve problems
  • Learn from our outcomes -- what worked and what didn’t
Be the Brand
  • Inspire creativity, passion, optimism and fun

Now ask yourself, wouldn't you like to be the CEO of this company with a legacy of success and song?

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