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Don't look backward with your branding: How Coca-Cola is going flat

from Fast Company

Recently, David Picker, a former top movie executive who shepherded such '60s and '70s screen classics as Midnight Cowboy, Lenny, and A Hard Day’s Night, wrote his memoirs. In his book, he discussed what it was like working for Columbia, at a time in the 1980s when the studio was owned by the Coca-Cola Company. He recalled that one of the top executives at the time, Roberto Goizueta, said to him, “Coca-Cola is a religion, and my job is to convince people that if they cannot live a life fulfilled if they don’t drink this combination of water and corn syrup…that’s my job.” Now that’s some powerful branding. more


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