• Learn how the Arden Square, developed by design firm Lippincott & Margulies, enabled the Coca-Cola brand to become the cohesive corporate brand it is today.
From a Fast Company article: “Beforehand, you would have something that was almost like freestanding or free-floating, but the Arden Square allowed Coca-Cola to really use it in a modular fashion. The Arden Square was the core DNA that allowed that structural device to really play out. It’s not scaled in an arbitrary manner: it gives order to what could have potentially been chaos.”
• Is the actual CEO of a company a person, or is it perhaps the company’s brand? This brief article introduces a different way to think about this issue.
“Making the brand the CEO brings the consumer’s voice from the external periphery into the heart of decision making. It needs a leap of faith, but the impact can be thrilling,” the author writes.