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Will Coke’s plan to sue UK Govt over ‘soft drink tax’ impact brand reputation?

A questionable brand strategy In response to the UK Governments announcement it plans to increase tax on high sugar content soft drinks, Coke has announced plans to sue. As the soft drink market continues to decline globally Coke has been doing a good job of…

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Why a year of no advertising could be a brilliant strategy for Coke to build customer loyalty

Buy The World A Hope asks Coke to spend its annual $3 billion advertising budget for good. At first glance this plea seems like the fanciful daydreaming of a socially minded if naive group of well meaning world citizens, but I believe there is much…

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Brand responsibility. Coca Cola tries to sugar-coat obesity issues with new campaign.

This week, Coca Cola has released a new campaign, which they claim is part of their commitment to help fight obesity. With the brand being threatened, Coca Cola is trying to take a leadership position on the issue by trying to reframe the discussion around…

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Coke is red, isn’t it? The importance of colour as a brand asset.

Colour is often talked about as a powerful brand asset. It can distinguish your brand from others in the market or indeed separate different products within your brand range. Changing your primary brand colour, even for limited special seasonal packaging, can backfire as Coca Cola…

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Coca-Cola Happiness Truck

A Coca-Cola Pop-up Brand Experience Coca-Cola have converted a delivery truck into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil.  With the line ‘Where will happiness strike next?’ Coca-Cola literally delivers a brand experience worth smiling…

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Trend Report – Visual Language of Brands (Chapters 4&5)

The Fourth and Fifth Chapters in our Comprehensive Trend Report Over the last three Mondays we’ve published the first three sections of our research report into trends in visual language. This Monday and next Monday we’ll publish the final chapters of the report. In this…

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Trend Report – The Visual Language of Brands (Chapter3)

The Third Chapter in our Comprehensive Trend Report Over the last two Mondays we’ve published the first two sections of our research report into trends in visual language. Each Monday for the next four weeks we’ll publish another chapter. This week’s chapter focuses on trends…

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Trend Report – The Visual Language of Brands (Chapter2)

The Second Chapter in our Comprehensive Trend Report on the Visual Language of Brand Identity Last Monday we published the first section of our report into trends in visual language. Each Monday for the next five weeks we’ll publish another chapter. This week’s chapter focuses…

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The New Domain Goldrush for Brands

Flicking through the news today I came across a post on John Gruber’s Daring Fireball blog. Canon is beginning the process of acquisition for the .canon top level domain name. Based on the new generic Top Level Domain (gTDL) registration system which will allow a…

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Brand Design; Evolution of the Coke Bottle

A Packaging Icon Few brands boast packaging that has gained iconic status – the ability for cultures all around the world to identify the product purely from the form of its bottle. Coke has long understood the brand equity within the proprietary bottle shape, maintaining…

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Brand it like Coke – Developing Unique Brand Properties

Walking the streets of Paris recently I was struck by the appearance of the latest point of sale campaign for Coke. It wasn’t the visual language of the campaign that struck me, nor a stunning creative execution, there were no bronzed & cut young French…

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