Reading through reviews on Coca-Cola's 125th anniversary, formally celebrated on 8 May, I've come across several quotes that bear repeating:
"A brand is a promise. A good brand is a promise kept." (Muhtar Kent, chairman and CEO.)
"A billion hours ago, human life appeared on Earth. A billion seconds ago, The Beatles changed music forever. A billion Coca-Colas ago was yesterday morning." (Roberto Goizueta, former CEO in 1996.)
"There are a billion teens in the world. That represents 18% of Coke's total volume. We know that 47% of them haven't had a Coca-Cola in the past month." (Joe Tripodi, chief marketing and commercial officer.)
"Advocacy has replaced loyalty at the top of the pyramid of marketing." (Joe Tripodi again.)
Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.