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The closer a brand can cozy up to a consumer with a message along the lines of, ‘We’re all in this together,’ the better off a brand will be.

Follow Me Written By

John Quelch

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Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one’s going to drink carbonated soft drinks anymore.

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When we’re talking about brand, we’re talking about what does the brand stand for. And when we’re talking about approval, we’re talking about whether or not I approve of what the brand stands for.

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May 3, 2024

When we’re talking about brand, we’re talking about what does the brand stand for. And when we’re talking about approval, we’re talking about whether or not I approve of what the brand stands for.

Previous

May 3, 2024

Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one’s going to drink carbonated soft drinks anymore.

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