Wendy's hamburgers, Apple computers, and California raisins (particularly when they sing and dance) are objects of our attention and interest.
Understanding the complexities of a brand identity and its position is no easy task. A good case in point is the activities of Coca-Cola in the last few years... displayed 300 characters
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After a $4 million research project, Coca-Cola brought out a new Coke formula in May 1985 with the intention of retiring the old formula. To everyone's surprise, the intense feelings of American consumers toward old Coke were such that the old formula had to be kept on the market, renamed Coke Classic... displayed 300 characters
