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. Only two brands are available. One, the cheaper, has a rather attractive but totally unfamiliar Swahili name. The other is CocaCola. Which one do you take?
Stay your answer while we proceed.
It would be a conventional wisdom that, in business, in politics and throughout life itself, trust is...