Secrets of 10 Most-Trusted Brands

2. Sell Happiness: Coca-Cola

Since the inception of the brand, Coca-Cola, the world’s largest beverage-maker, always proclaimed its intention to delight its customers as its taglines went like ‘Ice-cold Sunshine’, ‘The Pause That refreshes’, ‘Life Tastes Good’ and so on.

Commenting on the survey results, Jim Stengel said, “Everything they (Coca-Cola) do is inspired by this idea of, ‘how do we promote, develop and create happiness?’”.  Coca-Cola spreads the message of ‘open happiness’ to all the instances of customer contact, from Facebook to its vending machines that allow the customers to go for their favorite drink.

Other than the disastrous 1980s branding, the company has showed a consistent focus on customers’ happiness building a corporate identity based on longevity and heritage. "They have a deep and healthy respect for their past and for the people who have gone before them. They never forget why they started and where they came from, which means a lot to consumers," he added.

Stengel also said that the respondents of the survey didn’t give any single negative remark about Coke and thus the trust worthy element is evident.

Have a look at the secrets behind the success of the most-trusted American brands.