Coca-Cola’s Iconic Bottle – A Masterclass in Distinctive Assets

The Problem In the early 1900s, Coca-Cola faced a daunting problem: Copycats. Competitors were riding on the company’s coattails, copying the brand’s straight-sided bottle – which was easily imitated – eroding market share and confusing consumers. Something had to be done. In this sea of sameness, Coca-Cola needed a way to stand out, to be […]