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Beyond Branding is written by members of The Medinge Group

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January 16, 2006

5 years out : Can Coke be saved? 

for everyone to have a better 21st centiry, including Coke, we need to agree one idea- whether you think of trade around a brand, an organisation , an industry sector, a nation, we are looking at a human relations system or productivity inputs and demand outputs

Pattern rule 1 is that all such systems spin through time either virtuoulsy or viciously, ie they are either compounding growth of value into the future between all the sides they are exchanging with or destruction of value for all the sides

what are the most certain mathematically for a leadership team's governance to spin destruction?

1 commit brand apartheid by omitting some side from the exchnage who is impacted over time

2 claiming that one side's interest are above all others even if over time this causes conflicts - such as a brand promising what it has no operational model to deliver

3 getting diseased or fat inside by not adapting to what's changing

With the possible exception of China, Coke is a brand on a very steep downward exponential for various erasons but above all it is because it still believes its economics to spend a billion a year on adverstising and nothing on reality making- look at it a different way- think of all the youth communities that Coke still connects from its residual position as having been number 1 firendly young persons brand- Is Coke telling me there are no future realities that could unite the world's youth in harmony with the futures they want? If so, its failing creativity by a very large margin and needs to be buried as fast as all can do

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