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Articles related to: coca-cola

Charles M Cooper
Charles M Cooper

The Lessons of New Coke: Protect Your Brand

Today is the anniversary of what is, perhaps, the worst branding, marketing and public relations disaster since the Hindenburg—New Coke. It was 24 years ago today that the Coca-Cola decided to “improve” on an iconic American brand and began to learn a powerful lesson that would make them regret their decision. I wrote about this a year ago, but the lessons haven’t changed and so, on this anniversary, perhaps it is time to revisit the story of New Coke.

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