A Coke in the Congo: brand and the concept of trust

James Murphy argues that the attainability of trust is becoming harder for brands, in an era when consumers are more knowledgeable and cynical.

A Coke In The Congo:

Brands and the concept of trust

James Murphy First & 42nd

Imagine that you find yourself, for the first time in your life, in, say, Kinshasa. It is a blinding hot afternoon and you gasp for a soft cold drink. You find a small bar....