Coca-Cola
Interbrand / Brand Finance
Peak value
79.2
Peak year
2013
Region
USA
Coca-Cola's 'New Coke' disaster in 1985 is the most famous branding failure in history — but it accidentally proved that brand loyalty is stronger than product preference. The formula change was reversed within 79 days after consumers staged what felt like a civic protest. Coca-Cola never forgot this: the brand has barely changed its core visual identity since 1969.
2016 — 'One Brand' strategy unifying all Coca-Cola variants | 2021 — Real Magic campaign and logo lockup refresh
How much is your brand's perception worth?
Brand value isn't an abstraction — it's the price the market is willing to pay for trust in a name alone. See how the world's most valuable brands changed over 17 years, and what built or destroyed them every time.
0%
67%
of the B2B buying journey happens digitally - before anyone talks to sales.
SOURCE: FORRESTER RESEARCH
+0%
+17%
more conversions for every second faster a page loads.
SOURCE: AKAMAI /GOOGLE
75%
of how trustworthy a B2B website looks comes from design alone.
SOURCE: STANFORD WEB CREDIBILITY RESEARCH
0x
5x
revenue growth for companies that treat design as a strategic discipline.
SOURCE: MCKINSEY
See other brands
Design that works. AI that helps. Brands that earn trust.
HOW WE HELP
Your brand either attracts the right clients and positions you as a category leader, or it looks like it can't keep up with your ambition. We build the first scenario - by combining brand strategy, websites, and AI into one process that, unlike most agencies, doesn't start with "what color do you want?"
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