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Brand Building for the New Millennium
Author(s) -
Wintrob Michael
Publication year - 2016
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/drev.12006
Subject(s) - coca cola , government (linguistics) , advertising , microcosm , business , marketing , linguistics , philosophy , chemistry , environmental chemistry
It's a case study—and a microcosm of design‐based innovation within the US federal government. Ever wondered how Coca‐Cola's brand could be worth $79 billion? Here's an explanation.
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