Recently a client asked us: “Why does Coca-Cola advertise at all? Every kid knows them!”
An interesting question that makes you think about the very essence of marketing.

It's not about recognition, it's about emotional connection
Big brands like Coca-Cola don't spend huge budgets to announce their existence. They invest in maintaining an emotional connection with the consumer.
When we stop feeling a brand in the information field, it gradually loses its emotional significance. And it is emotions, not rational choice, that determine our purchasing decisions.

What happens when a brand is “silent”
Our research shows that brands that sharply reduce their marketing activity face a drop not only in brand recognition, but also in loyalty. On average, after 6 months of “silence,” even leading companies lose up to 15% of their emotional connection with their audience.
Coca-Cola understands this
That’s why Coca-Cola never misses a major event, from the Olympics to the New Year. They don’t sell a drink — they sell emotions, memories, and associations that help make decisions at the time of purchase.

Keep this fact in mind when planning your strategy: even if everyone knows you, it matters what they think about you and how they feel when they encounter your brand.