The Marketing Secret Coca-Cola Uses
That Drives $100K Careers
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Ever wonder why companies like Coca-Cola and Rolex keep spending millions on ads—even though everyone already knows who they are?
Through building Marketers Remote and connecting with 1,800+ marketing professionals, I've seen what separates those landing $100K+ roles from everyone else.
The reality is that great marketing focuses more on staying remembered than just being discovered.
Why Visibility Matters—Even for Giants
Big brands don't advertise because people have forgotten them. They do it to stay top of mind.
When you're in the store and reach for a soda, odds are you'll grab the brand that pops into your head first. That's no accident.
This is called Top-of-Mind Awareness (TOMA). And it's powerful.
Brands that pause marketing for a while see consideration drop by an average of 15% in just 6 weeks. That's how fast people forget, even loyal customers.
For marketers, this principle applies to your career too. The professionals who land those $100K+ roles stay visible in their networks consistently, not just when they're job hunting.
Repetition Builds Trust
Why does this happen? Because our brains like what's familiar.
It's called the mere exposure effect.
The more we see something, the more we trust it.
That's why Coca-Cola's red logo or jingle instantly feels comforting. They've shown it to us thousands of times, using proven marketing psychology techniques that build subconscious trust.
But frequency alone isn't enough. It's about what you associate with the brand too.
Coca-Cola doesn't just sell soda. They sell happiness, shared moments, and memories. That emotional layer is what sticks.
Positioning: It's Not Just About Being Known
A big part of marketing is about being seen. But more importantly, it’s about being seen a certain way.
Rolex doesn't run ads “just” to remind you they exist. They want you to link them with luxury, achievement, and timeless quality.
That's why they sponsor events like Wimbledon or partner with top athletes.
Positioning isn't a single action. You have to repeat it again and again.
Even the best brands risk losing their edge if they stop reinforcing what they stand for.
For more about how to craft your own positioning strategy, our marketing positioning frameworks guide provides proven templates you can implement immediately.
The Power of ESOV: Market Share Follows Marketing Share
Let's get into a little marketing math.
One of the most proven ideas in brand growth is Excess Share of Voice (ESOV). It means if your brand "talks" louder than your current size in the market, you'll likely grow.
Research shows brands that boost their marketing from 4% to 6% of revenue typically see significant growth. Within 18 months, they can grow their market share by 8% or more.
Why? Because they punched above their weight.
You don't need the biggest budget. You just need smart, focused visibility.
Winning Over New Generations
Here's something many businesses miss: New customers are entering the market every day.
Even legendary brands can fade if they don't win over the next generation. The brands that failed to adapt saw a big drop in awareness among younger buyers.
That's why Nike and McDonald's keep evolving their tone and style. Not for existing customers, but for new ones forming their first impressions, often using viral marketing campaign strategies that capture attention across generations.
What Small Businesses Can Learn
You don't need a Coca-Cola budget to act like Coca-Cola.
Here are the key lessons smaller brands can apply:
Know What You Want to Be Known For
Get crystal clear on your positioning before you market
Show Up Regularly
Don't disappear between campaigns. Stay visible, even with small efforts
Track Your Voice
Look at how much your competitors market. Aim to go just above that
Use Brand Triggers
Pick a color, sound, phrase, or style that people associate with you
Don't Assume People Remember
Even if you're well-known now, that can fade fast without reminders
Blend Tradition With Freshness
Stay true to your values, but update how you express them
These are simple, scalable ideas that work. The difference between success and struggle isn't budget but consistent execution.
Here's what I've learned through building MarketersRemote and analyzing successful marketing careers: Knowing these principles is different from actually using them to grow your business and career.
Most marketers get stuck because they understand the theory but lack the specific frameworks, templates, and step-by-step systems that turn these ideas into results that actually move the needle.
That's exactly what the premium section covers below:
The exact implementation tools that separate marketers landing $100K+ roles from everyone else.
Ready to turn these principles into career-changing results?
Join 1,800+ marketing professionals getting the frameworks, templates, and step-by-step systems that separate top performers from everyone else.
Premium members get:
Real case study: How one marketer jumped from $65K to $120K in 5 months
The exact copywriting framework used by marketers landing $100K+ roles
The 3-step customer research method that replaces complex personas
Outreach templates with 40%+ response rates
Two downloadable worksheets for immediate implementation
🔐 The Complete Implementation Guide
The following content includes immediately actionable frameworks, templates, and step-by-step processes that turn these principles into career advancement.
The Copywriting Framework That Gets You Hired
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