![]() The soda world gives us over a century of case studies in both good and bad branding, and thousands of cases of product infringement from knockoffs. I have been lucky in my career to have a few brand creations and industry terms that have stuck and created such equity. I am right in the middle of a new product branding project. The Moxie Man, created as mascot by the Moxie Cola Company in the 1910s, when it outsold Coca-Cola.Īs a product manager, I live in the world of brand equity.
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