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.
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.”
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.