The familiar crack of aluminum on aluminum when opening a can of coke is a visceral experience: the crisp carbonation rising to your nose, the gentle simmer of bubbles bubbling, and the inevitable wafting scent of that super secret, and all-too-familiar recipe. There is a reason why so many people choose Coke over Pepsi. But what may surprise you is that it doesn’t actually come down to what is inside the can. 

Instead, it’s a subconscious preference driven by specific, high-level marketing strategies. Consumers are “primed” to seek out Coca-Cola above any and all competitors. When exposed to Coke’s messaging, we reach a state in which the mind is predisposed to certain stimuli. It has a big influence on us, yet much of it has nothing to do with the rational mind. It all starts with priming, a key component of my marketing recipe. In my years of research, I have found the key to creating superior brand relationships, distilling it into what I call BRANDcebo. Even more than a marketing strategy — BRANDcebo utilizes years of psychological and behavioral analysis surrounding the powerful placebo effect of brands, and creates a way to generate it for your customers. Keep reading to find out how priming customers works and how to start seeing it happen for you.

Coke vs. Pepsi

When it comes to Coca Cola, there is a wealth of scientific evidence backing the placebo effect of the brand. In a blind taste test, researchers found that people have no clear preference. The results are split half and half. But even when falsely labeled, people prefer the drink marked Coke. Why? Using fMRI (functional magnetic resonance imaging) technology to measure blood flow in the brain, research identified that Coke lit up two very important parts of the brain: the dorsolateral prefrontal cortex and the hippocampus. While the dorsolateral prefrontal cortex is associated with tasting, the hippocampus is used to access layers of cultural influences. Coke triggered both while Pepsi only triggered the part of the brain associated with tasting. So what happened? Coke accesses the mind body connection. The formula itself is not enough to create such a powerful preference. But belief is. Priming is a critical element for the placebo effect. It is a matter of association. There are no new learned behaviors, it is simply a response from the subconscious mind. 

What did Coke do to create these intense, seemingly unavoidable associations? Coke has used specialized marketing strategies to burn the Coke brand into our brains. Instead of trying to convince consumers that Coke is the better, healthier, safer, more effective, or higher quality option; they instead use images, text, and music that tap into our emotions. In commercials we might see a family gathering to enjoy Coke together over a holiday feast. Or, we could see young, hip roller skaters clinking cans while gliding past each other on a boardwalk — an activity sure to require a hefty thirst just waiting for Coke to quench it. These scenes create an emotional connection with the brand. They condition viewers to see Coke as the bridge to family, community, and even nostalgia. Ultimately, we think Coke is the best because it makes us feel a certain way through positive associations. They hit one of the most powerful drivers of human action — emotion. So how can you achieve this magical marketing wizardry? To prime your customers to choose your brand, you will need to employ a few important philosophies in your next marketing campaigns. Let’s dive in…

Cater to Passions

Instead of focusing on needs, cater to passions. Be aware of what makes your audience get up in the morning. What makes them love their life? What do they look forward to? Is it getting their sweat on? Maybe it is simply the joy of bonding with their family. Harness these passions in your campaigns by using powerful, emotive images. Utilize the tools at your disposal to create content with faces, music, and emotionally charged messaging. 

Capture Their Hearts

As you start to cater to passions, you begin the process of capturing their hearts. You want them to feel the blissful moment of “wow,” a signature feeling of awe when a brand’s advertising material leaves them feeling understood and spoken to. When what you have to say hits them right in the heart. This means focusing on the key emotions like love, friendship, and happiness rather than what the product can do for them. You’ll have plenty of time for that later. Once the heart is captured, the brain is sure to follow.

Be the Expert

Your audience deserves an expert — so be one! Show them what you know. This is where capturing the brain comes in. Why is your brand better? Will it make consumers healthier, smarter, or more confident? Tell them how. Shout it from the rooftops, so to speak. Use the tools at your disposal by creating content like blogs, social posts, and infographics that detail exactly what your product does, why it works, and how it will help them get what they are looking for. 

Build Trust First

Before you go making promises that your brand is the best, earn their trust first. Provide resources that can prove your product’s efficacy. Make sure your happy customers can post their reviews and testimonials. Whenever possible, include scientifically backed research that supports your formula. Or offer data that can prove your product is all you claim and more.

Connect to Aspirations

Be familiar with what your audience wants in life and connect with those aspirations. Maybe they want to be healthy. Showcase your brand alongside the setting of a blissful run through nature. Maybe your audience is new mothers. Provide an unbreakable connection between your brand and the quintessential giggle of a newborn baby. Show them that you understand their ambitions and your product is the right one to help them get there.  

There you have it! Just one small portion of the recipe for the magic that Coca-Cola harnesses. BRANDcebo is multifaceted, there is so much more to learn. After priming comes expectation and desire. To get the rest of the scoop, you can purchase your own copy of my book here.