But that’s surface-level thinking.

The real brand?

It’s built by actions.

Coca-Cola knew this when they created Coke Studio.

A soft drink company launching a music platform?

Fizzy, right?

Wrong.

It was genius.

Because Coca-Cola understood a fundamental truth:

Your business is your brand.

What does that mean?

It means every business decision shapes your brand.

Coke Studio wasn’t about selling more soda.

It was about selling an experience.

A feeling.

A connection.

In the noise of advertising, Coca-Cola chose to make music.

In the rush to push products, they chose to create culture.

That’s the power of business-as-brand thinking.

It’s not what you say you are.

It’s what you do that defines you.

Show me, don’t tell me. Right?

Coca-Cola didn’t just talk about happiness.

They created it.

They didn’t just sell a drink.

They served up inspiration.

And in doing so, they transformed their brand.

From a fizzy drink to a cultural icon.

From a product to a passion.

That’s the Coke Studio Effect.

It’s when your business decisions become your brand essence.

When your actions speak louder than your ads.

So ask yourself: What’s your Coke Studio?

What bold move could redefine your brand?

Remember, your business is your brand.

They are two sides of the same coin.

Inside out, it’s business and IQ.

Outside in, it’s brand and EQ.