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Soft Drink. Pop. Soda. What do you call that sweet, fizzy drink that comes in cans, out of fountains, and sometimes in bottles? I call it coke.

In Southern Indiana where I grew up, a Sprite is a coke, a Dr. Pepper is a coke, and a Pepsi is also a coke. The Coca Cola brand has resonated so much in my hometown that it has become the generic term for the entire category of product. Coke is in good company. Kleenex, Xerox, Google, and even Q-Tip have all created such strong brand identities that their trademarked names are now nouns. (Definition of brand identity.)

Brands like Coca Cola appear to be every marketer’s dream. They seem to need very little advertising and messaging. However, the truth of the matter is that Coca Cola still spends millions of dollars every year on tv and print campaigns for Coke Classic. So what’s up with that?

Like lawns, buildings and cars, brands need maintenance. No matter how great of a brand a product or company has, it needs to be updated and rearticulated in order to resonate.

In 2009, Coca Cola launched a beautiful, if slightly strange, series of commercials featuring bucolic fields filled with young people and singing, furry creatures. The tagline: “Open Happiness.” In a time of recession and war, the ad communicates that sipping a coke will lead to an imaginary world filled with smiles and giggles. Pretty simple. Very timely.

Like Madonna, Coca Cola is great at reinventing itself for the times. During the 1980s, responding to the end of the Cold War and inspired by the Reagan administration, Coca Cola launched their ultra American campaign. “Red, White, and You.” This is the 1980s at its best – patriotism and tight-rolled jeans

Learning from mistakes of the past (ahem New Coke), Coca Cola focuses on maintaining the quality of the product – the essence of their brand identity- while concurrently aligning their advertising to the changing times. Just like Joan Rivers, every few years the product gets a facelift.

So what do Coca Cola Classic and the IMA have in common?

Well, if you haven’t seen it already, the IMA is undergoing it’s own facelift or brand refresh. Over the course of the next few months we’ll be transitioning from our old brand identity:

to our new:

The IMA is a dynamic organization with a lot going on. We hope that the new look and feel of our brand will communicate the energy of the museum. Like Coca Cola, we know that the classic formula is always the best. So while the marketing may change a bit, the IMA and its mission will remain the same. We’ll still have over 50,000 works of art; we’ll still be free to the public; and we’ll continue to inspire creativity through art, nature and design.

All of this talk about brands got me thinking…What brands do you think are the best? Are there examples of museums with great brands? Let me know your favorites.