Coke tried and failed to market their green-sheathed Life product in the past couple of years. Scientists and other critics claimed that Coke was guilty of “health washing”, that is, removing some sugar in favor of a stevia-based sweetener, but retaining an adult’s dose of sugar for one day in one bottle. Personally, I think the […]
The recent rash of horrible happenings on airliners are clearly brand equity torpedoes. What are the chances that similar violations of guest rights would happen at Nordstrom or Ritz Carlton? How likely is it that psychological assaults (not to mention physical ones) would ever break out in customer encounters with Zappos or USAA? The airline industry is […]
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.
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.