Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Coca-Cola Built a Global Brand on Consistency
In this episode of Building Brands with Fexingo, Lucas and Luna explore the deliberate systems behind Coca-Cola's global brand consistency. From the secret formula and uniform red logo to rigorous franchise quality checks, Coca-Cola has maintained a unified identity across 200-plus countries for over a century. Lucas breaks down the key operational decisions—like bottling partnerships, standardized marketing, and the 2013 'Share a Coke' campaign—that turned a sugary drink into a cultural icon. Luna challenges whether such consistency risks stagnation, citing New Coke's…
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