In our last blog, we discussed the struggle Coke’s reputation management team faced at the dawn of the internet. The internet, a fantastic if unpredictable communications tool, was being used to slander their product. Coke’s reputation management team had to think of a way to address the growing concern among their audience that the rumors may just be true. As was discussed in the prior blog, Coke took the time to address the concern. The obvious alternative was to allow the internet to define their brand identity moving forward, allow the defenders and detractors to go at each other’s throats with no input from the brand holder.Continue reading

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