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I heard a reference to this quote recently so I looked up the full text. I thought it was good reasoning for why Coke sells massively all over the planet, even in developing countries – it’s the same everywhere and it’s also classless. It’s product consistency at it’s best. What made it really interesting for me though is that the quote comes from a time (1970′s I think) before the modern age of big branding and marketing.
It’s a good reminder that where branding is concerned, if you are branding a mass product or service, consistency of delivery and quality is a key element to success. That way, the customer knows what he can expect and will happily pay for more, time and time again. Continue Reading →