Why big brands constantly opt for visibility; a lesson to learn!

[SatoPrincess]

Coca Cola did a lot of branding, but one single move by Ronaldo fucked all of them.

Honestly, I expected Coca Cola to sue him. I don't know why they didn't (or they did but it was off media). That Ronaldo advert was nothing short of witchcraft. He didn't need to have Coke on that table if he didn't want it. He had to shift those two bottles aside and then said Aqua as he lifted a small bottle of water. That action cost Coke around $4 billion in loss immediately as was reported. Coke should've sued him but then Ronaldo is a big name. Coke wouldn't want further drama that could worsen its case. I believe that was why it didn't pursue a legal action.

Sue him for what exactly? He didn’t ask for Coca Cola in the first place (he obviously doesn’t drink it), if anyone is to blame is the organisers who set the table for the press conference. Ronaldo is a huge celebrity, placing a Coca Cola in front of him was a deliberate act to promote the brand, unfortunately for them, their plan backfired. To be honest, I’m shocked that you’d have a problem with what he did back then. Would you have your kids drink water or sugar drinks?

[Mpamaegbu]

He can't be, or maybe that shows I am a fan of him and I don't want to believe it haha.

I understand your defence of him – it's glaring you're his fan. Case closed 🤔

[letteredhub]

Coca Cola did a lot of branding, but one single move by Ronaldo fucked all of them.

Honestly, I expected Coca Cola to sue him. I don't know why they didn't (or they did but it was off media). That Ronaldo advert was nothing short of witchcraft. He didn't need to have Coke on that table if he didn't want it. He had to shift those two bottles aside and then said Aqua as he lifted a small bottle of water. That action cost Coke around $4 billion in loss immediately as was reported. Coke should've sued him but then Ronaldo is a big name. Coke wouldn't want further drama that could worsen its case. I believe that was why it didn't pursue a legal action.

Sue him for what exactly? He didn’t ask for Coca Cola in the first place (he obviously doesn’t drink it), if anyone is to blame is the organisers who set the table for the press conference. Ronaldo is a huge celebrity, placing a Coca Cola in front of him was a deliberate act to promote the brand, unfortunately for them, their plan backfired. To be honest, I’m shocked that you’d have a problem with what he did back then. Would you have your kids drink water or sugar drinks?

Most people don't know that Ronaldo doesn't drink all those sugar drinks or even beers and that's why when the organisers and coca-cola decided to make an advert sale of their product without Cristiano Ronaldo's consent he has to send them a strong message by maintaining his principles.

 I think they didn't just respect his choices of things and so he has to return the favour and I don't see anything unlawful about that which requires a law suit against him. It's definitely would have even gone more bad for coca-cola brand and they knew this and why they kept quiet about it.

[Rengga Jati]

Why do big brands constantly advertise? Probably because they understand that being known once is not the same as staying chosen. Visibility is not a one-time achievement, it is a habit brands can't afford to break, and the moment a brand goes quiet, someone else quietly moves into the space it left behind.

They have a bigger target/goal. They are trying to have bigger customers. So, they keep advertising their brands more massive. It is also the way to maintain their position at the top of the similar brands in the same category. The competition matter is also a part of the reason for keeping constant advertisements.

What they are lacking is a reason for the brand to stay at the top of their mind at the exact moment they feel thirsty. Advertisement is not there to teach, it is there to remind, repeatedly, until the brand becomes the automatic choice.

You are right. Advertisement is to remind people, not to teach people. So people will remember the advertised brand whenever they need the such products, they ignore other brands. Having more advertisement also rises the popularity of the brand. People prefer to choose the most popular products recently. Without constant advertisements, how to maintain the popularity of the brand, right? 

The lesson for smaller businesses is simple. If billion dollar brands, brands everybody already recognizes, still refuse to go quiet, your business definitely cannot afford to either. Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

New or smaller businesses should have more massive advertisement. So, people may consider to choose them. If they don't provide massive advertisement, people must choose the established brands.

[bhadz]

It's interesting, if you guys come to our country, you'll see that the fast food chain industry is so big. We've got Jollibee, which is a contender and competitor to McDonald's in its early days. While McDo dominated the chain industry for a long time when it has entered our country, there goes this red bee mascot who's got to win against them. I've seen that both of them consistently having commercials even up to this point and I think that the owner of Jollibee has seen this type of marketing as a big factor why a brand's visibility for its consumers is important to get reminded of what product they sell. Despite that this competitor is already big, they continue to have the marketing in all mass media including social media.

[SatoPrincess]

snip

Sue him for what exactly? He didn’t ask for Coca Cola in the first place (he obviously doesn’t drink it), if anyone is to blame is the organisers who set the table for the press conference. Ronaldo is a huge celebrity, placing a Coca Cola in front of him was a deliberate act to promote the brand, unfortunately for them, their plan backfired. To be honest, I’m shocked that you’d have a problem with what he did back then. Would you have your kids drink water or sugar drinks?

Most people don't know that Ronaldo doesn't drink all those sugar drinks or even beers and that's why when the organisers and coca-cola decided to make an advert sale of their product without Cristiano Ronaldo's consent he has to send them a strong message by maintaining his principles.

 I think they didn't just respect his choices of things and so he has to return the favour and I don't see anything unlawful about that which requires a law suit against him. It's definitely would have even gone more bad for coca-cola brand and they knew this and why they kept quiet about it.

Exactly! It is dishonest for players to promote a company that they don’t like. It is important for players to have principles that they stand by regardless of the pressure of external bodies. That is why I like Mbappe, despite his shortcomings, he’s refused to promote alcohol brands or betting companies because they do not align with his personal values.

[Woodie]

Why do big brands constantly advertise? Probably because they understand that being known once is not the same as staying chosen. Visibility is not a one-time achievement, it is a habit brands can't afford to break, and the moment a brand goes quiet, someone else quietly moves into the space it left behind.

They know too well that consumers have options similar to what they are offering, and already we pay a little more than other brands so they can't afford to screw up hence spending big on the marketing side of the business in spite being well-known!

Btw, just like the saying "out of sight, out of mind" going by this if these guys aren't seen around.. consumers assume they are out of business that is why they want to give consumers a reason to try other brands... similar thing here on the forum, some big brands in the crypto gambling infustry are established but still keep their sigs & marketing running...which is proof that visibility is a must have.

[Bitcoin Maxi]

Big brands know that it is their consistent advertising and publicity about whatever services they render that will keep them visible. They cannot because they have been known for a long time they will stop making their brands visible.
The labour market is really a vast growing space and competitors and brands are everywhere. So any brand that feel they are already outstanding and don't keep pushing and making their brand known will be very surprised when other brands that are consistent and are doing everything to keep their brands at the top will surpass them.
Visibility is very crucial for big brands and also for brands also coming up. Brands that are already outstanding should not think they don't need visibility again because once they keep showing up and being consistent customers will keep them in mind even when they are not ready to buy from them yet. Being visible build trust and help businesses stay put in the competitive labour market.

[348Judah]

Why do big brands constantly advertise? Probably because they understand that being known once is not the same as staying chosen. Visibility is not a one-time achievement, it is a habit brands can't afford to break, and the moment a brand goes quiet, someone else quietly moves into the space it left behind.

Any repeatable organization or company understand the need to advertise their brand to do anything world, if you truly want to go global and the recognized, you need to consider some various advertisement strategies and media to use, this really helps circulate your awareness towards a weather coverage from across the world beyond you could imagine, some also uses this medium to introduce new brands and also promote for a new offers that they wanted to introduce to their customers and those who will be using their items or services for the first time.

[Thewatchman]

In business you so much need visibility because that is what makes consistent. You cannot have a business or and enterprise and people cannot locate or get access to your goods so it is very important a market your business or products.

Big brands mostly opt for visibility in there business so as not to run on liquidity or get outdated.people or consumers need to know the kind of business you put there because they might be in need of them. People don’t often patronize big brands because of cost of commodities buh that doesn’t stop the fact that it needs to get to people who actually needs them. It is very important that your business is in the face of people, It can be in for of advertisement or working with marketers so as to make your product valuable enough for people or customers to afford them.

You cannot be a big brand and your hoods are invisible it will affect the business as a whole so it is always advisable to make it visible in one way or the other making it necessary to get people to afford and accessibility.

[Livingleged]

Exactly! It is dishonest for players to promote a company that they don’t like. It is important for players to have principles that they stand by regardless of the pressure of external bodies. That is why I like Mbappe, despite his shortcomings, he’s refused to promote alcohol brands or betting companies because they do not align with his personal values.

Are you saying it’s not ideal for players to also promote the company sponsoring their club kits just because it product doesn’t aligns with that players personal values? or it’s just the individual promotion you’re referring to?  Because I’m wondering if a player will refuse playing for a certain club just because the company that sponsors of that club doesn’t aligns with your personality. Sometimes promotions are done not based on interest but the business.

[Hamza2424]

I understand your defence of him – it's glaring you're his fan. Case closed 🤔

Bro, he is famous I am not some die hard fan who can't listen to what you are saying, I was being sarcastic maybe I failed haha.

Most people don't know that Ronaldo doesn't drink all those sugar drinks or even beers and that's why when the organisers and coca-cola decided to make an advert sale of their product without Cristiano Ronaldo's consent he has to send them a strong message by maintaining his principles.

We are missing one thing, this event occurred a long time ago, right, but did it hurt it in the long run? No, instead that criticism gave it more publicity and that's why they must not have sued him or the organizers, because they got what they needed even at the expense of $4 billion, which was not even a complete $4 billion.

[Miles2006]

I am not sure these popular companies mentioned would be where they are today without improvement, a lot of credit given to advertisement. Quite understandable advertisement seems like the first scheme to bring more customers especially for a new product, now my point is directed to old popular brands in respect to op point, these brands now know they’ve gained popularity yet they still come to market space always to keep reminding people and convince more customers. Firstly brands like this must always create new designs to draw attention, without an improvement or new models what’s the point creating an advert repeatedly though I understand this is a marketing scheme to stay on track yet new models will go a long way, for example apple company, the apple company always come up with new designs for more popularity despite the fact old models still exist as a matter of fact they stopped producing old models and focused on new models yet these old products are still sold everywhere.
Advertisement can go a long way, I know of brands that stopped marketing their product due to first time fame and it turns out they’re no longer doing fine as previous times.

[Ayers]

There's a theory researchers at the University of Chicago call "memory jamming". The idea is simple: people are not lacking information about Coca-Cola , everyone already knows what's inside the can. What they are lacking is a reason for the brand to stay at the top of their mind at the exact moment they feel thirsty. Advertisement is not there to teach, it is there to remind, repeatedly, until the brand becomes the automatic choice.

Just because researcher from any major university proposed memory jamming theory, there is no reason to accept it blindly.

Would it be wrong to say that fact they advertise isn't main reason they are big? If I were to say that big brand advertise because they have surplus money, then?

Those who personally like Coca Cola will buy it anyway. I haven't seen anyone buy Coca Cola after watching ad. Personally I have never bought Coca Cola because of its advertisement. When I am thirsty I buy whichever one Coca Cola or Pepsi is available at shop and costs less. If any product is cost effective in terms of both quality and price then I buy it again in future. Otherwise, I do not purchase it second time.

That is why I do not believe that consumers mind can be controlled through excessive advertising.

imo, to retain customer, one must maintain good product quality and offer prices that are more affordable than those of competitor.

[Felicity_Tide]

~snip

The lesson for smaller businesses is simple. If billion dollar brands, brands everybody already recognizes, still refuse to go quiet, your business definitely cannot afford to either. Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

This is very valid... Visibility is a very essential part of every business even though it comes with a cost. But like they say, "you need money to make more money". Isn't it interesting that social media has helped to make visibility a possibility for almost every business?. Social media has now become the regular meeting point where business owners and regular individual meets.

Before this era, most of the ads used to be on TV/radio or billboards, but In this modern world, advisements are now done on social networks. And of course, we can't compare those who spend a lot on ads to those who just post to a smaller audience... Take coca cola for example, I think they advertise their brand on YouTube, and that's a very big strategic place to market their products.

[Shinpako09]

This actually came into my mind when I was younger. I got curious why big brands are still having commercials and even paying known personalities a big amount of money to promote them if their brand is already famous. I didn't realize before how important continuous advertising is. I just realized, for your product or brand to always stay in the minds of consumers and not be overtaken by other brands and emerging businesses, you need to keep on advertising no matter how famous your brand is now. You need to maintain the popularity so you can also maintain the income.

[letteredhub]

Sue him for what exactly? He didn’t ask for Coca Cola in the first place (he obviously doesn’t drink it), if anyone is to blame is the organisers who set the table for the press conference. Ronaldo is a huge celebrity, placing a Coca Cola in front of him was a deliberate act to promote the brand, unfortunately for them, their plan backfired. To be honest, I’m shocked that you’d have a problem with what he did back then. Would you have your kids drink water or sugar drinks?

Most people don't know that Ronaldo doesn't drink all those sugar drinks or even beers and that's why when the organisers and coca-cola decided to make an advert sale of their product without Cristiano Ronaldo's consent he has to send them a strong message by maintaining his principles.

 I think they didn't just respect his choices of things and so he has to return the favour and I don't see anything unlawful about that which requires a law suit against him. It's definitely would have even gone more bad for coca-cola brand and they knew this and why they kept quiet about it.

Exactly! It is dishonest for players to promote a company that they don’t like. It is important for players to have principles that they stand by regardless of the pressure of external bodies. That is why I like Mbappe, despite his shortcomings, he’s refused to promote alcohol brands or betting companies because they do not align with his personal values.

I think external bodies or what ever they call them as football governing body should learn to respect players values and principles because some of the things they want players to show support for are things that are not in line with players belief and principles. Just like a case I recall about a player in the French league1 covering the lgbtq badge which I think he didn't felt comfortable supporting their course, he got suspended from a few games because of that.  And I ask, where the players right in deciding for themselves what they support and not support as human with rights.

[lombok]

This actually came into my mind when I was younger. I got curious why big brands are still having commercials and even paying known personalities a big amount of money to promote them if their brand is already famous. I didn't realize before how important continuous advertising is. I just realized, for your product or brand to always stay in the minds of consumers and not be overtaken by other brands and emerging businesses, you need to keep on advertising no matter how famous your brand is now. You need to maintain the popularity so you can also maintain the income.

Constantly spending on marketing is an essential feature of major companies, which is necessary due to the competition in today business. Well known names do not necessarily result in long-term memory of consumers due to the fact that many different things compete for their attention.

Using famous people from all around the world help to create solid reputation at the subconscious level of future buyer. This type of reputation, sustained by constant marketing, become primary defense for gaining market share and corporate funding.

[SamReomo]

The lesson for smaller businesses is simple. If billion dollar brands, brands everybody already recognizes, still refuse to go quiet, your business definitely cannot afford to either. Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

That's a useful advice for every one who owns a business and without it they won't be able to get so much exposure. There were casinos/services that used to advertise on this forum and members of the forum used to talk about those casinos and services in most discussions but since they stopped advertising here now no one talks about them and the services that were not known to members of the forum previously are known to most members now because they're advertising here.

So I think it's important to advertise your services for long term to get more exposure and more users and also to keep the existing users because humans really want to see the services that they use everywhere and that's only possible if the service spends good amount on marketing. Marketing is important but at the same time it's also important to choose a good marketing manager or agency.