Since then, as we've noted in our Motley Fool Research coverage, Starbucks has proven to be more successful by focusing on the coffee. The segment that had driven revenue and profit growth for several years faltered because the company forgot that the brand was for the entire family, not just teenagers. Even the mighty Coke's marketing has been less than impressive to some investors from time to time. Rob Landley aired his frustrations in a Rule Maker article. Losing track of that message was a factor in Coke's slow sales growth.
Every company has a brand.
Every company needs to know what its brand stands for. Investors should look for companies that demonstrate they understand what their brand is about and where it stands. Seeing the world's most-valuable brand resort to gimmicks to sell product is not a good sign. Instead, focus on companies with marketing campaigns that focus squarely on their brands and their core values. The Motley Fool.