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Lesson #4: Look Hard to See the Mighty Oak in the Acorn
Everybody knows somebody who did not succeed, somebody who got caught in a web of difficult circumstances and could not find their way out in order to fulfill their goals. Pemberton had a good idea and a good head start, but he had never managed to get it off the ground. What was it about Candler that made him different? Why was Candler able to build Coca-Cola into the international success it is today and Pemberton was not?
Lesson #1: Make Your Marketing Message Memorable
Before Candler took over Coca-Cola operations, Pemberton had been doing business on a small scale. He ran a local company with a local customer base and had little chances of growing it much larger at the rate he was going. His only promotional effort was an oil cloth with the sign “Drink Coca-Cola” that hung on a local drugstore. Candler, however, knew that there were billions more thirsty people out there; he just needed to find a way to reach them. It was through a strategy of aggressive and memorable marketing, initiated by Candler but one which continues to this day, that Coca-Cola became the billion dollar company it is today.

Starting the Business: Asa Candler Pops His Way to the Top
In 1877, Candler and one of his former co-workers, Marcellus Hallman, began a partnership and established their own retail drug establishment. At the time, druggists were known for their dubious cure-all potions, which usually had little impact. Over the years, these concoctions became more popular for their sweet taste than their medicinal effects and pharmacies became the place to go to enjoy a casual drink.

Other pemberton Related Articles

Lesson #1: Make Your Marketing Message Memorable
Before Candler took over Coca-Cola operations, Pemberton had been doing business on a small scale. He ran a local company with a local customer base and had little chances of growing it much larger at the rate he was going. His only promotional effort was an oil cloth with the sign “Drink Coca-Cola” that hung on a local drugstore. Candler, however, knew that there were billions more thirsty people out there; he just needed to find a way to reach them. It was through a strategy of aggressive and memorable marketing, initiated by Candler but one which continues to this day, that Coca-Cola became the billion dollar company it is today.

Lesson #4: Look Hard to See the Mighty Oak in the Acorn
Everybody knows somebody who did not succeed, somebody who got caught in a web of difficult circumstances and could not find their way out in order to fulfill their goals. Pemberton had a good idea and a good head start, but he had never managed to get it off the ground. What was it about Candler that made him different? Why was Candler able to build Coca-Cola into the international success it is today and Pemberton was not?
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