Are you ready for success in branding? Signs & Symbols of Success reveals how to build a brand that has lasting value. Most people find branding complex, as there are so many factors to consider. This book is the solution. For the first time in one book, branding has been decoded. The second edition of... Continue Reading →
What’s a word’s worth? In the case of a brand name, the answer may be BILLIONS. On the other hand, with a generic name, the answer may be NIL. Learn more.
Although Interbrand’s president credits the success of Coke to his interpretation that it “continues to reinvent itself,” the facts say otherwise: of the 15 new Coca-Cola brands the company has introduced since 1983, only a couple are still around. The most notable “reinvention” (New Coke, in 1985) was one of the greatest marketing boondoggles of the last century.
