The Presence of a Brand: Times Square, NYC

Over 300,000 people walk through this part of the city at any given day. What are they attracted to? What do they see? For one thing, Times Square is a staple point of where brands express themselves. The place for 24 hour advertising. 

I found myself in NYC for 6 hours when I was en route to Boston on August, 24 2018. I took a bus at 4:20am and arrived in the center of Times Square at 7:30am. Why here? I wanted to see the array of advertisements. The display of brand recognition, perception, and a feel of emotion all around me.

Can you recall your first time seeing the city of lights? There were many taking pictures of the billboards, and the environment around them. However, I was awed by this large red flashing neon sign displaying various ads. This was of course, the Coca-Cola sign. I went ahead and took a moment to view and write down some thoughts.

A Strategic History: Since 1920, Coca-Cola has shown its way in the city that never sleeps, specifically in Times Square. Through traditional media, like billboards, Coca-Cola has been on display for the millions of people that pass through Times Square each year. How many impressions do you think that is? While there is no conventional way to track sales through the impressions of billboard ads, you can only imagine how many people have thought about Coke since seeing one.

Behind Coca-Cola is a family and history that goes back to 1892. From the beginning to now, Coke has been able to grow their brand value by meaning something more than a soda. It's iconic symbol grew to a brand people trust and love. Think about the brand enthusiasts that are out there that have every piece of memorabilia old and new. These enthusiast hold a deep emotional connection to the brand, and Coke has identified and reinforced this strategically.

In 1920, Coke debuted its first electric billboard with the words, "Drink Coca-Cola, Delicious and Refreshing". Simple, but true to the people that drink Coke. This was the beginning of a growing iconic brand, and its strategy of building an emotional connection through advertising to the many people around the world.

A Display of Perspective: So here I am, looking up at this gigantic looming electronic billboard that is changing to various designs and words. At first glance, I was hooked by the retro style and the designs of simplicity that sparked copy that was pleasant and engaging. Coca-Cola actually made the Guinness World Records, having the world’s first 3D robotics sign. To give you an idea of how massive this sign is; its six stories, containing 1,700 independently moving LED screens. Coca-Cola has changed the way advertising is looked at, where there goal was to “create a multi-sensory experience for the 300,000 people who pass busy Manhattan intersection each day” according to Coke’s website.

A Brand Story: Coca-Cola is an emotionally triggered brand, meaning that it can build on it’s consumers pre-programmed emotional responses to build good experiences. This is what Coca-Cola does relatively well in the consumer packaged goods vertical, and how it distinguishes from other brands.

Coca-Cola and advertising go hand in hand. When looking at the strategy of Coca-Cola throughout the years, I found myself looking at the history of the brand and how it has articulated its unique position in the consumer's view since the 1890's.

Below is an excerpt from a 1959 letter from then Coca-Cola Advertising Director Delony Sledge and is now featured in an internal Coca-Cola publication titled The Power of Presence.

"I think it would be perfectly fair to say that an ordinary person is one who does ordinary things in an ordinary way, and that an extraordinary person is one who does extraordinary things in an extraordinary way… If we, in presenting Coca-Cola to our consumers, are content to do ordinary things in an ordinary way, we must of necessity be content to become, and remain, an ordinary product. If, on the other hand, we determine to do extraordinary things in an extraordinary way, we are perfectly safe in assuming that we will create, in the minds of our consumers, an image of an extraordinary product. Many years ago in the United States, Coca-Cola chose the latter route, and I believe the character and prestige enjoyed today (and maintained even in the fact of fiercest competition) is the result of this choice"

Final Thoughts:

• Coca-Cola will continue to dominate the placement of advertising in Times Square, becoming a staple to tourists and those passing by each day

• Companies have the ability to expand their message due to the increase of avenues for display, like 3D robotic signs

• The copy of Coca-Cola has stayed persistent throughout the years, showing the connection of history, and enjoyment of life with a Coke

• It will be interesting to see how Coca-Cola utilizes the dynamic billboard in Times Square with the many brands they have

The story of Coca-Cola has not changed since its first display in Times Square. The many designers, strategist, and all those involved in building the brand and creating the ads have told a story through copy and display that spark emotion to the many looking up. The history that follows Coca-Cola is tied with the brand that people can trust, relate to, and enjoy.