Emotional & Cultural Value: Lessons from Inca Cola & Starbucks

In this episode, Dr. Joseph Michelli shares a business case based on Inca Kola, a beverage that once dominated Coca-Cola in the Peruvian market. Originally developed in 1935, Inca Kola was more than just a refreshing drink for the locals; it encapsulated the essence of Peruvian pride and heritage. Despite Coca-Cola's colossal global presence, they faced stiff resistance from Inca Kola, highlighting the power of emotional and cultural value in branding and experience delivery.

Drawing parallels, Dr. Michelli cites the example of Starbucks' iconic red winter cups, a brand he's intimately familiar with. These cups, much like Inca Kola, transcend the product itself, becoming synonymous with the joy and warmth of the holiday season.

Listeners are prompted to reflect on key takeaways:

• The significance of forging emotional bonds with customers.
• The importance of aligning a brand with relevant social causes.
• The potential of leveraging cultural moments to enhance brand value.
• The necessity to continuously adapt and resonate with evolving market emotions.

To drive deeper emotional engagement with your offerings, Dr. Michelli provides resources on his website and an open invitation for further discussions.   If you find value in this podcast, please LIKE, SHARE, or SUBSCRIBE to it.