This short but illuminating interview with Coca Cola head Muhtar Kent is worth reading. It talks about managing a brand everyone knows, making it fresh (with vision), and thinking critically about the marketplace. Muhtar talks, specifically, about the ease with which big brands and successful companies can get caught up in simply maintaining the status quo. He also positions the relationship with the bottling companies of Coca Cola in a positive light. He is adapt at utilizing media moments to set and advance his agenda...whether it be shedding new light on an iconic brand, portraying a positive management outlook, or discussing a broad vision for the company (2020 Vision). Worth reading given all the case studies and discussions we have had at CBS over Coke.
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