

James Quincey Chair and CEO of Coca-Cola
48 snips May 24, 2023
James Quincey, Chair and CEO of The Coca-Cola Company, dives deep into the brand's intriguing history and marketing mastery. He discusses how Coca-Cola balances global consistency with local flavor in its branding. Quincey shares insights on adapting to consumer trends, including the merger of non-alcoholic and alcoholic beverages. He also highlights innovative efforts towards a circular economy to combat plastic waste. Wrapping up, he amusingly touches on the secrets of Coca-Cola's famed recipe and the joys of cold water swimming.
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Global and Local
- Coca-Cola maintains a global brand identity while also resonating locally.
- This allows it to be seen as both an American icon and a local brand in many countries.
Balancing Act
- Coca-Cola's success comes from balancing continuity with relevance.
- It represents both the comfort of the past and the excitement of the future.
Consistent Branding
- Coca-Cola achieved iconic brand recognition through consistency, never changing its logo.
- Standardizing the logo in 1923 and protecting its iconography contributed to its recognition.