More and more people are seeking out brands with authentic stories. Brands with authentic stories should live and leverage those stories. Brand without those stories can't make them up. (In the information age truth will out.) Instead, they should build them -- not as marketing gimmicks, but as part of their brand essence and organizational culture.
Watchdogs say the project, ironically called the Banking on Women initiative, is merely a savvy way for Coca-Cola to increase its own reach in the country while diverting so-called development funding from the International Finance Corporation, a subsidiary of the World Bank, to subsidize Coca-Cola's profit-seeking activity.