Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Coca-Cola Lost Its Taste Then Found It Again
In 1985, Coca-Cola replaced its 99-year-old formula with New Coke — and sparked one of the biggest consumer revolts in history. This episode unpacks how the company misread brand loyalty, why taste tests failed to capture emotion, and how the debacle ultimately reinforced Coca-Cola's real asset: its identity. Lucas and Luna walk through the numbers — 200,000 angry calls, a 79-day reversal, and a stock that actually rose — to explain what brand equity really means when you try to change it.
#CocaCola #NewCoke #BrandLoyalty #BrandEquity #MarketingHistory #ConsumerRevolt #BusinessStrategy…
The skinny
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