It sounds so easy. Happy employees make for a healthy and profitable brand. So why doesn’t every company make brand engagement a priority? Two reasons:

(1) Theorizing about brand engagement is much easier than actually putting the ideas into practice.

(2) People are weird. Just ask Tony Hsieh, CEO of Zappos.com. The NY Times reports that if you would like to work for Zappos.com, be prepared to answer this question:

“On a scale of 1 to 10, how weird are you?”

Creating a successful culture in any work environment begins at the interviewing process, and, unfortunately, this is where brands often go wrong. For many people, the most dismaying facet of modern times is the blurring of social lines. There was a day when news was separate from entertainment, your phone was separate from your television, and peoples’ personal lives were separate from their professional lives. Those days are gone.Continue reading...

With control over 100 juice companies in more than 145 countries, many acquired in the past 10 years, Coca-Cola is the world’s largest seller of juice. Now, the company has announced plans to create unified global packaging for juices.

Coke's repackaging follows main rival PepsiCo's recent abandonment of a Tropicana redesign, in the faced of widespread customer resistance.

Coca-Cola is undeterred: juices will keep their names, but eventually be given the black labels associated with Minute Maid, the group’s leading US juice brand. Guy Wollaert, head of Coca-Cola’s global juice business, feels that the company is “bringing [consumers and brands alike] under a new roof, with a common look and feel, and that allows us to leverage our scale.”Continue reading...