I drink, on average, eight a day– Diet Cokes, that is. Talk about a breakfast with voltage! Nothing comes close. I worship the gunk.
As do we all. Even Britney Spears has been rumored to drink 24 Cokes a day! We are not Americans. We are, technically speaking, “descendants of Pilgrims who are addicted to brown carbonated dish water with legal overdoses of sugar.” That’s our beloved Coca Cola. A nation of Coke addicts– that would be us.
In my life, no other company, not one, has remained as solid as Mt. Rushmore and so steadfastly successful. Oh sure, there was the new coke, old coke marketing idiocy, but the only ones who made a federal case out of that were the losers in the business schools who call themselves “professors”– a euphemism for “what the hell is going on?”
How has Coke made us not customers, but addicts? Otherwise disciplined people craving the stuff? Well actually, by practicing the oft discussed but rarely practiced, majesty of execution.
Sure, Coke, the national drug company, advertises and holds events and other junk to move the gunk, but mostly they do nothing but the really “hard stuff” that is at the core of every business:
1. Distribution: Coke is everywhere. That is no accident. Forget the advertising agency that dreams up stupid taglines. The wholesalers deserve more credit. Ever walk into a food store and want a Coke and walk away empty handed. No! That’s execution!
2. Ever have a bad Coke? A stale one? One that tastes somehow not like a Coke? No. Quality control is King and when you serve a billion a day and never screw one up. Wow!
3. The drug of choice is always, always cool. To rappers and hip hoppers and investment bankers and accountants. Yes, accountants, (actuaries are still stuck on milk, but who wants to satisfy actuaries?)
Coke is NOT a creature of marketing. It is a success story of execution. A national addiction. And when you need a drug, and it’s there, you are addicted for life! What a life. What a country.
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