Is Coca-Cola’s “One Brand” Strategy Right for You?

When Coca-Cola launched a daring shift in its marketing last month, marketers buzzed. Was it smart to move to a “One Brand” strategy? Could marketing four of its brands—Diet Coke, Coca-Cola Life, Coca-Cola Zero and Coke—under the Coca-Cola banner be like putting all your eggs in one basket? You break one, you break them all.

 This author analyzes the One Brand strategy explaining why this is an important move for Coca-Cola. He also takes a look at the risks. He poses the question, “Should other marketers consider a similar move?” and offers four questions they should ask themselves to decide whether a “One Brand” strategy is the right fit for their brands.