Refresh the world. A truly BIG idea. And who could do it better than Coke?

Throughout the years they've grown, tried, succeeded, and failed in numerous ways – and through it all – stayed remarkably focused as a brand.

This kind of focus is not a decision on whether to grow or not grow. Rather, its a decision on *where* to grow. Once any brand – big or small – starts seeing success and new opportunities flow their way, every new venture becomes both an opportunity to diversify and monetize as well as dilute and devalue.

How to grow may be one of the biggest challenges of any successful, growing brand.

With over 3,000 products in 200 countries, everything Coke produces – from Fanta to Hi-C – is all focused on one big idea…Refresh the world. And this focus has led Coke to some $130B in value and a realized leadership position in brand recognition.

In a recent article on Coke VP of Design David Butler, Fast Company noted that even in a downturn Coke has seen their numbers move up and to the right. "Case volume was up 4% for the second quarter and profits were better than expected, based on strong sales in China and India. And in 2008, the Coca-Cola company's market share was 42.7%, compared to PepsiCo's 30.8%, according to Beverage Digest. On the brand level, Coke's share rose to 17.3% from 17.2% in the carbonated soft-drink category in 2008, while Pepsi's fell to 10.3% from 10.7% a year earlier."

"…As life gets visually noisier, brands that dial back to their core essence stand out by contrast."

Coke does this with style and Focus, rigid where it needs to be, while always allowing room to grow.

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