Pepsi announced recently that they will be introducing a new bottle design which will add great value to the brand. Coke’s iconic bottle design, in the meantime, has been with us since 1915. The master marketer has made the unforgettable shape into a packaging equity that is more valuable than any other brand counterpart in memory.
George Lucas has certainly earned a comfortable retirement. He’s given a couple of generations some of their best memories inside movie theaters. But will his last major business deal end up costing him a big chunk of legacy?
Several times over the past few years a famous brand has mangled some of its most valuable equity, then rapidly cut bait before the fish could even bite.
Marketing Consulting & Training
Lynn Upshaw is a marketing consultant, teacher, marketing trainer, author and speaker. He is founding principal of Upshaw Marketing, a member of the marketing professional faculty at the UC-Berkeley Haas School of Business, and the teaching faculty at the UC-Berkeley Center for Executive Education.