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Western brands wanting to succeed in China need to shed their assumptions, writes John Coll, director, Ipsos MORI.
For brands facing insolvency it is vital that lucrative intangibles are separated from their poorer performing counterparts, writes Stuart Whitwell, managing director, Intangible Business.
As Coca-Cola celebrates 80 years of Christmas ads, we look back over eight decades of advertising starting with the brands introduction of the iconic red suited Santa figure that still forms a major part of its brand strategy.
Here's a look at how it all began, with the Coca-Cola Santa Claus image dominating the brand's strategy throughout the 1930s.
The 1940s saw the creation of an elf named Sprite Boy, who began to appear in Coca-Cola advertising.
Coca-Cola developed new advertising slogans that were used across magazine campaigns in the 1950s and in 1959 dropped Sundblom's Santa as the main subject of its Christmas advertising.
The 60s marked Sundblom's final Santa Claus painting in 1964, though his original artwork from 1962 was later used as the basis for a Coca-Cola television ad in 2001.
The 70s saw the emergence of one of the most iconic ads in Coca-Cola's history - the 'hilltop' ad. A Christmas version of this advert was televised in 1977.
Coca-Cola continued its successful 'Hilltop' theme continued into the 80s, which also saw a pairing between Coca-Cola and Disney.
Santa still features in some Coca-Cola Chrstmas ads of the 90s, but in this decade we see the introduction of the Coca-Cola Polar Bears.
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