Amongst the Most Creative; Coca Cola and over 100 Years of Survival

When the word “Cola” or “Coke” is mentioned, what comes first into people’s mind? “Pepsi”, perhaps, but it’d be most likely that the word would be associated to “Coca Cola” instead. As it is, until this very day, one of the most familiar brand of beverage in the world. It has aged over one hundred and twenty five years, and it has took the path of evolution of having its main product from being an invented drink into a symbol of globalized culture.

As the epitome of the drink “Cola”, Coca Cola, along with the leaders of the world in their own unique yet renowned product, “Coca Cola” has the advantage of having its name mentioned even when people don’t really buy it. There’s a deep impression that equals Cola as Coca Cola, and the path taken by it was not simply tread on its own

The key was innovation in the matter of its costumers relations; a constant innovation in a correct time. It has struck onto the hearts of its costumers due to its clever segmenting according to the nations, for example how Coca Cola manages to symbolizes itself as “Good Times” in the US, or “Share”, or “Open New Spirit” in Indonesia. It correlates the brand with a common thought of a nation.

The innovation called itself as a reinventing strategy, renews its marketing and re-segmentation. While it may change its tagline for many times in a year, or kept it for years, it is the company’s policy to change its image in time, although the product itself doesn’t really change. This innovation of image made their necessities intact.

The key has already mentioned. No other company has managed to “change” as quick, frequent, and effective as Coca Cola. It is amusing how an innovation of its image; not actually a new name, new logo, let alone new or alteration to the product would increase or delay its progress on the product life cycle; either way,Coca Cola is considered “contemporary” according to what market condition it is penetrated into.

Though, worth noted. Coca-Cola is also fast in detecting the calm before storm, such as the case on the 90s when it is starting to see a decline on it profit growth, Coca Cola finally founded a new innovation of which it became a full beverage company instead of a single-product oriented company. Yet, what matters the most is only the black liquid people know most as “Coca Cola.”
Coca-Cola is easily one of the most recognizable brands in the world.  Since its inception 125 years ago, it’s become more than just a flavored drink – it represents moments in time and is symbolic of a global culture.

Coca-Cola is one of many proprietary eponyms in the world, along with “Xerox” and “Kleenex,” meaning as a category leader, the brand has become synonymous with the product.  It’s why people Xerox copies, even when they aren’t using a Xerox printer or paper and why some ask for a Kleenex even if the tissue is of another brand.

In the minds of its consumers, Coca-Cola strikes an emotional cord and has market volatility for that very reason.  In everything the brand does, it communicates its personality and has held true to it for over 125 years.

Besides being an emotional brand, Coca-Cola also strategically reinvents and renews to respond to the marketing and reposition itself.  Often criticized for its lack of diligence in maintaining a tagline, changing with the times is a part of the company’s strategy and they’re not afraid to do it.  In fact, it’s necessary for them.

Not every brand needs to reinvent themselves as frequently as Coca-Cola, but there are vivid signs when that time does arrive.  It doesn’t necessarily call for a new logo or a new name, but a redefinition of the brand’s goals and a strategy to increase relevance to the consumer, make the brand contemporary and differentiate the brand from others in changing market conditions.

The only constant is change and adaptation is the most important survival skill.


And the World Spins, Still

“There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.”

–Edward de Bono



Creativity is not edible


Back on the matters of the creativity yet again.

While creativity can’t simply be translated as “being weird.”, there is a reason why such word is essential; in a matter of word, creativity does not have to be art, it does not have to be good, but it is not simply a self-expression either.  While creating things would perhaps would not need creativity; an added value in such things created according to the combination of the external thoughts, experiences, and one’s own processing ability would never hurt. In fact, creativity invokes a change in the pattern on life; though it may result in either better or worse result, the very change is what makes creativity essential.

By no means people cannot live without creativity; people can live without it. But there would be no progress in a set pattern every single human decided on his or her own. Pathetic life? Depends on how take their stances about it. But the need of creativity may be included to the hierarchy of the basic human needs in the first place. Humans seek to be different, and through creativity such set pattern is broken. Yet again, creativity is not simply using talent or experience to make new things.

In the world of business; there exists a common law,  “A Product’s Life Cycle”. When a product gained its success, and reaches the peak, “maturity”, the product’s popularity would go downhill from there. Either the product turns obsolete, or there’s a better product out there. While those who chose to be a conservative may remain as a laggard, the product will eventually fall into its end of life cycle. To stop the downfall of the product, “innovation”, by means, a product of “creativity” is needed.

One true thing. Creativity; the need and utilization of it is one of the growth factor of a business. While competition its extreme heights in such era of modernization and the easiness of acquiring and sharing information, there is a need for a growth catalyst, creativity is one of such catalyst. It is not limited to mere businesses and profits, creativity is simply required to get out of a dull set of pattern, made by humans themselves.

Then again, is creativity really that important? Everyone has their own take. Creativity is not edible, and you can live without it. But you’ll be either walking in circles or stepping on where you are without really moving somewhere else.


Amongst the creative…


“The key question isn’t “What fosters creativity?” But it is why in God’s name isn’t everyone creative? Where was the human potential lost? How was it crippled? I think therefore a good question might be not why do people create? But why do people not create or innovate? We have got to abandon that sense of amazement in the face of creativity, as if it were a miracle if anybody created anything.”

–Abraham Maslow

The concept of creativity is founded by society. Thus when a person is deemed “not creative” or “uncreative.”, the light of judgment is reined down through a group assessment. It’s not merely about adding value to an ordinary thing, such would be the definition of “innovation”, creativity itself has a broader concept.

It’s about links, links that were collected and connected into a concept that may marvel, or not. While the idea itself may be beaten or taken down in the process, it is what makes a person “creative”, it is the ability to connect things, and through the connection, something extraordinary or not-so-ordinary may be brought to life. Anyone can be classified as a creative person once they can bring about the storm of concepts inside their heads. An idea is an idea, but how it is brought out; it requires a creative person and such defines what kind of people that can be counted as creative.

According to the popular judgement, this would also mean that there would be no such person can be called as “the most creative.”, the title said it, that the world still spins. And through the flow of time the surge of creativity in one people can take down other creative concepts that was invented hundred or thousand years earlier. Taking notes the words of the wise:


“Nothing is done. Everything in the world remains to be done or done over. The greatest picture is not yet painted, the greatest play isn’t written, and the greatest poem is unsung.”

– Lincoln Steffens


Would you be there to take your name upstairs knowing that you would be beaten anyway? While self-expression does not exactly define creativity, there is always one who would take the challenge to bring about the seemingly-endless surge of new things. Would you take your turn, or take your time indulging yourself? One has an answer of their own.

Behind the Name – Agi D. Permadi

“What’s in a name? That which we call a rose
By any other name would smell as sweet.”

– William Shakespeare

Thus the name matters not, but the people do. However, it does not hurt to learn what is behind a name, and the meanings hidden sprinkled by a child’s parents. By the barriers of languages, a name may be kept as an unheard or a veiled wish, or prayer. I have tried to commit a research during the last week to analyze the meaning of the names given to me.

(Agi) [D.] Permadi
The original name intended was [D.] Permadi, [D.] was a corrupted or decayed form of “Dikau”, and thus is a wish that the child born would have the characteristics of Permadi, who was the Knight-Warrior of Pandawa in the common stories of Javanese wayang. The chivalric warrior himself symbolizes politeness, diligence, and loyalty. However, the language barriers of Sundanese over Javanese language made there name was left disagreed with, for [D] is similar or at least homophone to the Sundanese word “Biko”, which means “stupid” or “dimwit”. Thus there was another name added to the pool, which was (Agi), initially meant as the combination of both of the parents.
There is however, more than meets the eye. [D.] was left not blessed, thus brought about misfortune to the name bearer. Until for years ago the [D.] was omitted in most cases, thus the complete name was not written and left as an initial, except in very formal occasions.

(Agi) itself means more than just a combination of the two names. In the constructed auxiliary language Esperanto, (Agi) means “to act” which is probably related to the Sanskrit root of the Indonesian word “Api”, that could be traced to “Agni”, or its diminutive form “Agi which means “fire”. Probably the reason to quick yet rash decision makings, and both placed and misplaced courage or bravery. While the wish behind the name may be good, it is up to the name bearer to utilize the wish behind the name.

AGI is also a commonly accepted abbreviation of the stat of “Agility” in computer applications or games. Thus the wish of the name is for the name bearer to be agile, both in physical and spiritual matters. The name bearer are wished to be an agile and adept learner, and does not miss the chances in life.

Return to the quote, “what is in a name”, it would be left to the name bearer so the wishes behind the name would not be taken for a pinch of salt.