What Coca‑Cola’s “Open Happiness” Teaches About De‑Positioning
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YouTubeFazer
What Coca‑Cola’s “Open Happiness” Teaches About De‑Positioning
“Open Happiness” was more than a catchy slogan; it was Coca‑Cola’s way of escaping the sugar‑water wars. Craig Bagno recounts in his Fordham University talk how Coke moved the conversation from taste and fizz to joy, optimism and togetherness. That shift made competing on flavor or price irrelevant. It’s a classic example of De ...
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