How can brand create novel value for consumers?
Brands are finding it harder and harder to position themselves effectively for the masses
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The Coca-Cola Co. strives to “refresh the world and make a difference”. In the past few years, the company has been embroiled in a number of controversies, from its position on new Georgia voting laws to its portrayal of immigrants in a commercial to funding scientists who shifted blame for obesity away from sugary drinks. Brands — and big brands, in particular — are finding it harder and harder to position themselves effectively for the masses.
[This article has been reproduced with permission from University Of Virginia's Darden School Of Business. This piece originally appeared on Darden Ideas to Action.]