Coca-Cola: clever, or morally bankrupt?
Last night I went to a presentation by a ‘branding expert’. He cited Coca-Cola, saying how clever they were to re-brand Santa Claus, commercialise Christmas, and at one point to get a bottle of Coke into the hands of every serving US soldier.
Are those achievements really ‘clever’? Plenty of creative ideas are mooted every day. It seems to me that it was actually a brazen lack of scruples and integrity on the part of the decision-makers that made these campaigns successful.
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