Coca Cola's Compatibility

Today, Coca-Cola is one of the most recognized brands in the world. From small one-stoplight town gas stations, to Tokyo food courts, the red and white label with the famous Coca-Cola script can't be avoided. But Coca-Cola didn't get that way overnight, and one of the main reasons that I believe it is so widely recognized is it's brand compatibility.

By brand compatibility, I mean the brand's ability to change, to be "compatible" with the different tastes that occur all over the world. Because, lets face it, most of us don't have the same taste in drinks as people from China or Peru.

As I began to think about brand compatibility, I remembered a small display that I saw while in Disney World a few years ago. There, Coca-Cola has an exhibit that allows park-goers to try a variety of different flavors they produce across the world. At this exhibit, 8 different flavors are offered, including "Inca Kola" from Peru, "Beverly" from Italy, and "Fanta Pineapple" from Greece.

Probably the most famous of the flavors offered at this exhibit is "Beverly," which is described as "very bitter." I researched this drink a little more, and it is very obvious that Americans do not appreciate it. (I can attest to this from personal experience.)

What I do appreciate, however, is the fact that Coca-Cola is willing to produce such different flavors for such different tastes. Not only does this show it's compatibility, but it also shows the customer oriented aspect of Coca-Cola. They take into consideration the customer and what the customer wants.

After further research into the flavors of Coca-Cola, I discovered that there are actually over 120 different flavors around the world! The flavors in the United States only makes up a small portion of these. I think that makes Coca-Cola a great example of compatibility techniques -- ones that are clearly working for them.