Every business has six critical elements called Morphemes. In the last two PhilTakes, we discussed Coca-Cola’s Coca-Cola’s 1985 failed New Coke product launch. Let’s leverage that discussion. New Coke was a competitive response to rival Pepsi’s increased sales and market share. Coke’s response was not aligned with its premise or brand. However, Chick-fil-A did align its response to a fast-growing competitor (at the time), Boston Market. Internal Chick-fil-A conversations focu

Business success or failure is often understood by looking at six critical elements called Morphemes. Last week we discussed Coca-Cola’s Coca-Cola’s 1985 failed New Coke product launch. and we’ll continue looking at that topic this week. Coke is powerful global brand – and brand drives customer’s purchasing decisions. According to Seth Godin – Author of Linchpin, brand is the set of expectations, memories, stories and relationships that, taken together, account for a consum

Business success or failure is often understood by looking at six critical elements called Morphemes. In the previous post, I introduced Morpheme #1 – Premise: What is the marketplace behavior the business is set up to serve? A faulty premise damages even the most successful companies. For example, let’s look at a famous case study: Coca-Cola’s 1985 failed New Coke product launch. Pressured by rival Pepsi’s increased market share, the soft drink giant created a new, sweeter r