Brand extensions: Why Coke Life is doomed to fail
Patrick Faganbrainchimp.co.uk
Brands need to change with the times to survive but they must not remove the cognitive attributes that chime with consumers, such as Coke's red labelling and taste expectations.
It is not the most intellectual of the species that survives; it is not the strongest that survives; but the species that survives is the one that is able best to adapt and adjust to the changing environment in which it finds itself."
Charles Darwin, unfortunately, did not say this. It is, rather, a quote from business professor Leon...