HBO Ghost

Sat, 20 May 2023 12:30:00 -0700

In ancient times, during the prehistoric epoch when I was an MBA candidate (that would be the 90s), professors relied upon a handful of marketing cases that conjured a bounty of groans and eyerolls from students because of their ubiquity and repetition. One of these cases was Harley-Davidson and its disastrous attempt to respond to increasing Japanese competition in the 80s by making its roadsters lighter and quieter. Another was the case of the Walt Disney Company just before its rebirth in 1984 under the leadership of Michael Eisner and Frank Wells. That case unpacked the failure of Disney teams to understand the full demand and potential of Disney’s brand with audiences around the world. But the one case that we students tired of the most wasn’t about mice or motorcycles. It was about a failed attempt to change one of the world’s most iconic brands: Coca-Cola.

HBO on The Findings Report

HBO Ghost