How Mega-brands Connect with Consumers

Consumers love feeling special, unique and catered to. Major brands like Coca-Cola & M&M's endeavor to do just that by developing ways to connect with consumers on a deeper level by personalizing their message. They want to make their customers feel emotionally connected to their brand. In this way, they work to develop a stronger loyalty and ultimately advocacy for their products.

Brand Channel highlighted Coca-Cola's new $5 million advertising campaign specifically for Australia, that invites fans to 'Share a Coke with your Mate'. This is the first time Coca-Cola has tailored their coke cans specifically to popular names, and the first time the brand has changed its packaging in 125 years. Consumers can personalize their own cans in the same way that M&M's allows consumers to personalize their candy - a marketing tactic that has had great success and developed a whole new following. Coca Cola has set a lofty goal of selling 268 million sodas by their summer's end.

When we considered the tactic of personalizing products to build brand loyalty and ultimately develop advocacy, we wondered what other applications there may be for this. How might this work for a shoe manufacturer? An insurance carrier? An auto dealer? Is there a way to apply this in other categories? Let us know what you think.