Word: coke
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...consumer products, once the buy-and-hold, sleep-at-night formula for riches, has lost much of its appeal. Just compare the performance of Berkshire Hathaway, the repository of great American brands assembled by legendary investor Warren Buffett, with that of Bill Gates' Microsoft--or Dell or Intel. Is Coke no longer "it"? Have brands like American Express and Disney lost their luster? What has caused Buffett-style consumer brands to lag behind the big tech stocks...
Simultaneously, Microsoft and Intel and to a lesser extent Dell and Cisco, the two other great NASDAQ performers, have become the new global brand names. "Intel Inside" is almost as recognizable in China and Eastern Europe these days as are Coke or McDonald...
...away some of the pizazz. And some of the great brands have run out of room to show double-digit growth without bumping into one another. This week saw another tough quarter from Pepsi, which can seem to win only if it spends massively to take market share from Coke. Microsoft and Intel face far fewer constraints on their growth...
Consider the latest electronic health scare: about the artificial sweetener aspartame, which is found in everything from Equal to Diet Coke. A widely disseminated e-mail by a "Nancy Markle" links aspartame to Alzheimer's, birth defects, brain cancer, diabetes, Gulf War syndrome, lupus, multiple sclerosis and seizures. Right away, the long list warrants skepticism. Just as no single chemical cures everything, none causes everything...
...Diet Coke approached several publishers whose authors appeal to both men and women after surveys indicated that Diet Coke drinkers like to read. Presented with the possibility that some 40 million Diet Coke drinkers might be turned into some 40 million readers, the publishers jumped at the opportunity. Among the authors the companies chose for the launching of the new cooperative enterprise: Barbara Taylor Bradford, Elmore Leonard and Lisa Scottoline. Diet Coke now hopes you'll be the first to collect all six. As for the publishers, they hope you'll want to quench your thirst for more...