When it comes to branding, should we listen to the head or the heart? The Clearing's Director of Consulting, Nick Liddell, has been speaking to Marketing Week about Coca-Cola's recent shift in brand identity.
Nick argues that Coke's problem won't be solved with pure logic, and certainly not the flawed logic it's employing here. Perhaps it shouldn't be so quick to abandon the love it has traded on so successfully up until now.
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