What language do Moroccan cabdrivers and Hawaiian surfers have in common?
One of the amazing things about Coca-Cola’s logo is how easily it translates into any language. Dress it in Chinese characters and a taxi driver in Marrakesh will still recognize it. Take a can from Macedonia to Waimea Bay and professional surfers will suddenly—and eagerly—read the Cyrillic alphabet. Familiarity like that is worth billions. By some calculations as much as $67 billion, or about two-thirds of The Coca-Cola Company’s total market cap. But the dollar value reflects more than consumer goodwill and recognition. Employees, bottling partners, investors, and communities all have a stake in the continued success of the company, and the brand means even more to them than it does to cabdrivers or surfers. Because keeping the brand alive with these audiences is just as important as it is with consumers, Methodologie has worked to bring the same effervescent spirit of the consumer brand to The Coca-Cola Company’s investor and corporate communications. Because the company’s 2,800-plu
