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Is Change Part Of Your Brand?

If there is one thing that Coca-Cola has done well over the years, it is control their brand identity. As one of the most recognizable brands in the world, they have done so quite well and when they realized that their iconic glass bottle wasn’t being used by their consumers in El Salvador, they did what many would believe as unthinkable; they changed their packaging. The results were positive but it makes us wonder how many other brands would be willing to take a chance with their own iconic marks? Would this get shot down in your company because you would never want somebody to drink Coke out of a plastic bag, even if it was shaped like your bottle? Or would you roll the dice and take the opportunity to speak directly to your consumers?