3 thinkers, books, and ideas connected to this field.
American executive who defected from Coca-Cola to become Pepsi's CEO from 1950 to 1959, transforming the company's image through aggressive advertising and his marriage to Joan Crawford, who became a brand ambassador.
American multinational beverage corporation that created the world's most recognized brand — built around a secret formula and a marketing apparatus that made Coke not just a drink but a cultural symbol — and which is Warren Buffett's most famous holding.
American businessman who served as president of Pepsi-Cola from 1938 to 1951, transforming it from near-bankruptcy into a credible Coca-Cola competitor through aggressive marketing and the breakthrough 12-ounce bottle campaign.