Why Coca-Cola Is Going After the Zombies

Looking at how Coke competes, we can see that they believe less is more as they discontinue hundreds of brands like Tab.

The Coke Pepsi Space Race

After visiting NASA in 1984, Coca-Cola started a cola space race against Pepsi that did not quite work out as it expected.

When Finger Lickin’ Became a Problem

With new social norms and health requisites, companies like Domino’s and Apple are producing pandemic advertising that conveys a different message.

How Mattress Markets Have Inflated

An example of the revolution in mattress markets, Casper has been a leader and a victim of the competition that its innovation inspired.

Some Fast & Furious Competition

As movie star brands, the images conveyed by three of the stars from the Fast & Furious film franchise reflect their macho focus.

Why New Coke is Back

An innovative disaster, the introduction of New Coke in 1985 generated so massive a protest that no one ever thought it could return…until now.

The Beer Ads That Started the Corn Syrup War

During Super Bowl LIII, Bud Light’s beer ads started a corn syrup war that unfolded during the game and after but was really about product differentiation.

How Airports Are Like Apple

Looking at the ten most popular large U.S. airports, we see competition that is designed to attract airlines and travelers.

Why It’s Not Easy to Design a New Animals Crackers Box

When Nabisco realized that it was time to change their Animals Crackers box, they had to recognize new sentiment while retaining an old brand.

Why Starbucks Has a Multi-Billion Dollar Name

Valued at billions of dollars, Starbucks has developed a global brand that added to what the Starbucks name was worth to Nestlé.