In creating products that will sell consistently, food manufacturers learned to walk a line between the extremes of an exciting first bite or sip and the utterly familiar. More than any other product, Coke had mastered this balancing act.
Coca-Cola relaunched their corporate website as a content portal with -- get this -- actual great content. Some of it is about the brand, but some isn't. Should Coke try to be a magazine? Will it succeed? Is this a brilliant move or insanity?