Why Rebrand?

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.

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