Michael Million

Recent Posts

A Closer Look at the Rebranding of Coca-Cola Zero

Posted by Michael Million on August 04, 2017

Coca-Cola is stepping up efforts to drive transformation into a “Total Beverage Company” that relies less on its core carbonated soft drinks. Last January, transitioning away from its traditional brand architecture, the 131-year-old global behemoth that sells 500 brands in 200 countries, streamlined its trademark brand portfolio into a cohesive “One Brand” strategy.

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Topics: Brand Portfolio & Architecture, Rebranding Strategy, Brand Growth

Time for Time Inc. to Rebrand or Reposition, or Both?

Posted by Michael Million on July 20, 2017

Time Inc. could be soon known by another name. The 94-year old iconic New York City-based media giant is looking to rebrand to show its marketing and business partners how it has become a “multi-platform consumer media company.” 

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Topics: Brand Strategy, Brand Value Proposition, Brand Repositioning

Amazon’s $14 Billion Bet on Omnichannel Retailing

Posted by Michael Million on June 28, 2017

Amazon is setting a new benchmark in retail and competitors better watch out. The online shopping behemoth is now expanding its offering beyond retail to own every single instance of the customer experience.

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Topics: Customer Experience, Brand Extension, Brand Growth

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