Branding News Roundup – 12/08/05

Coca-Cola previews global advertising campaign – AdAge (free reg. required) is featuring the full story on the sneak peak Coca-Cola offered at its new global advertising campaign for its flagship brand, campaign that carries the theme Welcome to the Coke side of life

Brand Gamble: Mergers and Aquisitions — the article published on brandchannel by Alycia de Mesa is addresses the problems that appear when two brands join in the holy M&A, and they sometimes overlook their first love: the customer. Hard to belive but it happens all the time. The resulting company may be stronger and bigger but it doesn’t really matter if the customer’s great expectations are not met.

It’s the Purpose Brand, Stupid — Wall Street Journal article on the best brands that are created around a purpose, entirely published on Brand On Blog

All Branding is Divided into Three Parts — interesting classification of the brands made by Warren who considers three branding approaches: independent branding, endorsed branding and monolithic branding. – if you are into the employer branding concept, here is a site for you with insights on the matter and some interesting case studies on Microsoft, Reuters, Unilever and Tesco

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