Coca-Cola: Searching for the sweet spot
Todd Wilkinson
By employing innovation in the battle for brand relevancy and cultural saliency, Coca-Cola marketer and ANA board member Alison Lewis is helping her iconic company to thrive
Every Fortune 500 company has its own concept of marketing to scale. And then there's that of Coca-Cola, which exists in a class all its own. Propelled forward by the most iconic and valuable brand in the world — and boasting a diverse beverage portfolio of 650 other brands — Coca-Cola has a sense of scale that is second to none. Every day,...