Rob Walker’s Buying In is one of the best books on marketing ever. In this article (Coke conspiracy), Rob talks about one of the most fascinating marketing failures ever. Conspiracies abound, but the bottom line is that Coke was trying to ‘give the customer what they want’ and it blew up in their faces. Get [...]
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I did try to found a heresy of my own; and when I had put the last touches to it, I discovered that it was orthodoxy.
